■■■■■"■it 


■■■■■1 


THE  LIBRARY 

OF 

THE  UNIVERSITY 

OF  CALIFORNIA 

LOS  ANGELES 

GIFT  OF 
Girt  U.C.  Library 


ACiVERTISlNG 

(ZrL.^siGLj   BuildinQ 

Telep^lOne  Sutter  1173 


LETTERS   THAT   MAKE   GOOD 


LETTERS  THAT  MAKE  GOOD 

A  DESK  BOOK  FOR  BUSINESS  MEN 


EDITED    BY 
George  William  Poole      •      Jonathan  John  Buzzell 

CONSULTING    EDITORS 

George  W.  Coleman 

President  Associated  Advertising 
Clubs  of  America 

George  French 

Author  of  Art  and  Science 

of  Advertising 


BOSTON 

AMERICAN  BUSINESS  BOOK  COMPANY 

19  13 


Copyright  1913  by 
American  Business  Book  Company 


Printed  by 

Poole  Printing  Company 

Boston,  Massachusetts,  U.  S.  A. 


CONTENTS 


Bus.  AdnOn. 
Library 

5730 
P181 


Part  /—THE  PRINCIPLES  OF  LETTER  WTIITLNG 


Preface     . 
Introduction 


IX 

1 


By  George  William  Poole 

The  Plan — Basic  Analysis,  Purpose,  Definite  Aim   ...       9 
By  Carroll  Westall 

The  Data — Collection,  Classification,  Logical  Arrangement     17 
By  S.  Roland  Hall 

The  Message — The  Facts,  Viewpoint,  Human  Interest      .     25 
By  George  W.  Coleman 

The  Style — Language,  Personality,  Atmosphere      ...     31 
By  George  French 

The  Opening — Securing  Attention,  Interesting,  Pleasing    .     39 
By  J.  George  Frederick 

The  Body — Description,  Proof,  Persuasion 45 

By  W.  H.  Ingersoll 

The  Closing — Inducement,  Climax,  Direct  Command        .     55 
By  Tim  Thrift 

The  Mechanics  of  the  Letter — Stationery,  Framework, 

Typography 61 

By  George  French 


Part  //—SPECIMENS  AND  EXAMPLES 

"The  Best  Letter  I  ever  Used  and  Why" — 306  letters 
that  have  been  used  by  business  houses.  Notes  and 
Comments 71 

Edited  by  Jonathan  John  Buzzell 


554502 


PREFACE 

'np'HE  basis  of  all  progress  is  a  study  of  facts.  The  business 
I  man  who  seeks  increased  proficiency  in  letter  writing 
wants  to  know  what  others  have  accomplished  and  how. 
For  him  has  been  compiled  this  book  of  letters  and  facts  about 
letters  that  have  taken  part  in  the  building  up  of  strong  business 
enterprises.  The  facts  here  set  down  represent  the  best  prod- 
ucts of  some  of  the  most  competent  men  in  the  business  world. 

No  claim  to  originaUty  is  made  by  the  editors.  The  assist- 
ance of  some  of  the  foremost  writers  and  authorities  on  business 
letters  has  been  freely  sought,  and  each  one  has  made  important 
contributions  to  the  sum  of  what  can  be  learned  about  writing 
and  executing  business-building  letters. 

Several  recognized  experts  in  business  correspondence  have 
contributed  chapters  on  what  their  experience  has  taught  to 
be  the  basic  principles  and  underlying  factors  of  the  result- 
producing  business  letter.  It  cannot  be  claimed  that  letter 
writing  in  its  average  application  has  yet  reached  the  exactness 
of  a  science,  but  the  foundations  of  a  science  have  been  laid 
and  the  superstructure  is  fast  being  reared.  These  monographs 
should  serve  as  an  authentic  guide  not  alone  to  the  ambitious 
beginner,  but  to  the  experienced  writer  as  well. 

Many  prominent  business  houses,  large  and  small,  national 
and  local  in  their  trade  relations,  have  consented  to  tell  what 
letters  they  have  used,  how  they  have  used  them,  for  what  pur- 
pose, and  with  what  results.  Even  a  cursory  examination  of 
these  letters  cannot  but  help  to  stimulate  the  average  business 
man  to  develop  plans  and  prepare  letters  that  wiU  prove  of  similar 
value  in  his  own  business. 

Much  credit  is  due  the  Consulting  Editors  for  their  sug- 
gestions and  efforts  in  securing  valuable  matter  contained  in 
this  volume.  Their  sole  aim  has  been  to  benefit  business  corre- 
spondence as  a  whole  by  helping  to  place  it  on  a  more  efficient 
basis. 


PART  I 
THE  PRINCIPLES  OF  LETTER  WRITING 


^00  LE- 

■PrMting(^mpa^y 


BOSTON 


^^.^  /^.rt^ 


Form  Letter  Specialist;  Proprietor.  Poole 
Printing  Company. 


INTRODUCTION 

By  GEORGE  WILLIAM  POOLE 

THE  important  place  held  by  the  letter  in  direct  advertising 
makes  it  a  subject  worthy  of  the  most  serious  investigation 
and  thoughtful  study.  It  occupies  an  essential  position 
in  the  promotion  of  practically  every  business  enterprise  at 
every  stage  of  its  growth  and  expansion.  Probably  no  one 
other  form  of  advertising  is  so  generally  used  by  all  classes  of 
business,  large  and  small.  Its  value  is  well  recognized.  Its 
future  is  assured.  It  is  vested  with  certain  privileges  and  bounded 
by  certain  limitations.  The  only  indictments  that  can  be  brought 
against  it  are  the  same  that  can  be  brought  against  any  form 
of  advertising.  There  is  much  more  or  less  facetious  talk  about 
the  relationship  of  the  form  letter  to  the  waste  basket,  that 
kindly  receptacle  of  all,  written  or  printed,  that  is  worthless 
or  impertinent.  There  is  little  question  that,  dollar  for  dollar, 
there  is  far  more  other  advertising  than  of  form  letters  flung 
directly  into  the  waste  basket  without  a  reading. 

Until  within  a  comparatively  few  years  less  serious  attention 
has  been  paid  to  the  writing  of  copy  for  form  letters  than  to  the 
writing  of  advertising  copy  of  other  kinds.  It  admits  of  no 
illustrations  and  no  display;  in  no  other  copy  is  genuine  human 
touch  so  necessary',  or  so  hard  to  get.  Many  form-letter  cam- 
paigns have  turned  out  to  be  failures;  but  so  also  have  almost 
countless  newspaper  and  magazine  campaigns.  In  either  case 
the  fault  has  been,  not  with  the  medium,  but  with  the  way  in 
which  that  medium  was  used.  It  has  been  because  the  cam- 
paigns have  been  lacking  in  some  essential  features  or  details, 
the  greater  part  of  which  those  who  have  specialized  along  ad- 
vertising lines  have  now  become  able  to  place  on  a  more  nearly 

[  1  ] 


LETTERS  THAT  MAKE  GOOD 

scientific  basis.  Many  features  of  advertising  campaigns  that  once 
were  considered  as  a  gamble,  pure  and  simple,  are  now  matters 
of  ascertained  knowledge  among  advertisers.  Such  knowledge 
has  come  as  the  result  of  experience  and  investigation.  Among 
progressive  business  men  there  is  going  on  an  everlasting  digging 
for  those  facts  that  are  based  upon  the  laws  of  cause  and  effect. 
No  one  man  has  in  his  possession  all  the  facts  concerning  the 
writing  of  form  letters,  and  no  several  men  have  yet  reached 
the  end  of  what  is  to  be  learned.  In  fact,  education  along 
this  line  is  in  its  infancy.  Little  by  little,  nourished  by  the 
interchange  of  ideas  between  those  who  themselves  make  careful 
deductions  from  their  own  experiences,  it  will  grow  to  maturity, 
but  not  within  the  time  of  any  one  taking  a  part  in  compiling 
this  book.  It  is,  accordingly,  the  purpose  of  this  work  to  set 
down  the  facts  that  have  been  gleaned  from  the  experiences 
of  some  of  the  largest  and  most  important  concerns,  as  well  as 
those  of  some  houses  operating  on  a  smaller  scale. 

That  information  regarding  the  subject  of  business  letters 
has  been  less  in  evidence  than  regarding  almost  any  other  phase 
of  advertising  is  due,  primarily,  to  the  fact  that  it  has  been  far 
more  difficult  to  obtain  than  any  other.  The  average  business 
man  is  more  secretive  regarding  his  letters  than  of  his  other 
advertising  methods.  Letters  are  not  publicly  displayed  and 
distributed,  but  are  circulated  within  the  confines  of  a  carefully 
guarded  mailing  List,  which  in  most  cases  contains  few,  if  any, 
who  are  interested  in  the  method  by  which  the  business  is  con- 
ducted. Great  diffidence  in  displaying  their  form  letters  has 
been  shown  by  many  big  advertisers  who  do  not  hesitate  to 
commit  themselves  on  other  advertising  matters.  There  has 
been  a  noticeable  lack  of  confidence  and  fear  of  criticism. 

That  there  is  a  genuine  get-together  spirit  now  prevalent 
among  business  and  advertising  men  has  been  fully  demonstrated 
by  the  hearty  response  that  has  been  given  to  requests  for  material 

[2  ] 


INTRODUCTION 

for  this  book.  Letters  that  have  brought  many  millions  of  dol- 
lars in  business  are  here  given  pubUcation,  for  the  benefit  of  all 
who  will  study  them  carefully  and  constructively.  It  is  noticeable, 
in  reviewing  these  letters,  that  judicious  plarming  and  straight- 
forward, human-interest  facts  have  a  far  more  important  part 
in  the  construction  of  form  letters  that  actually  have  made  good 
than  the  aptitude  for  the  adroit  use  of  language,  or  the  ability 
to  "wield  a  facile  pen." 

The  form  letter  is  the  most  difficult  to  write  of  all  adver- 
tising copy.  It  is  far  more  difficult  than  the  single  letter  to  an 
individual.  The  letter  must  be  written  to  a  composite  person, 
of  whom  the  several  parts  are  common  to  all  of  the  class  addressed. 
Great  pains  must  be  taken  not  to  insert  any  statement  or  argu- 
ment that  will  offend  or  fail  of  response,  as  every  useless  word 
or  sentence  is  an  encumbrance  that  lessens  the  chances  of  driving 
home  the  argument  in  a  way  that  will  tell  in  results.  This  sug- 
gests the  advantage  of  selecting  and  classifying  your  mailing 
list  with  greatest  possible  care.  It  means  a  close  study  of  con- 
ditions, of  needs,  of  human  nature.  The  better  the  classification 
of  the  mailing  lists  the  easier  it  will  become  to  write  form  letters 
that  will  bring  a  large  percentage  of  results.  Of  nothing  does 
it  seem  more  true  that  "what  is  worth  doing  at  all  is  worth  doing 
well"  than  of  the  planning  and  writing  of  form  letters;  and  in 
no  other  phase  of  business  promotion  is  that  adage  more  flagrantly 
disregarded. 

It  is  my  belief  that  the  average  form  letter  can  be  made  to 
accomplish  from  two  to  four  times  as  much  as  it  now  does.  That 
it  is  possible  to  lay  down  any  specific  code  of  rules  whereby  this 
may  be  accomplished  is  not  to  be  advocated.  It  is  a  problem 
to  be  worked  out  by  each  individual  for  himself,  and  can  be 
accomplished  only  by  exerting  his  best  energies  in  the  proper 
research  and  investigation.  The  study  of  the  elimination  of 
the  useless  and  the  acquisition  of  the  elements  that  make  for 

[  3  ] 


LETTERS  THAT  MAKE  GOOD 

clearness  and  force  has  not  received  from  the  practical  business 
man  the  attention  which  it  deserves,  because  he  has  found  it 
difficult  to  obtain  dependable  information  outside  his  own  per- 
sonal experience.  The  average  sales  letter  is  the  result  of  impulse 
rather  than  of  careful  planning.  It  is  true  that  some  business 
houses  have  succeeded  in  collecting  a  mass  of  facts,  and  in  estab- 
lishing standards  for  their  letters,  but  they  are  the  exceptions. 

Writing  a  form  letter  does  not  begin  with  the  writing  at 
all.  The  perfect  letter,  if  there  is  such  a  thing,  like  every  other 
perfect  piece  of  work,  must  be  the  result  of  a  perfect  plan.  Much 
knowledge  of  merchandising,  of  human  needs  and  human  nature, 
must  be  had  in  order  to  provide  a  basis  upon  which  a  letter  to 
produce  the  greatest  possible  results  should  be  founded.  A 
thorough  conception  of  just  the  position  one's  business  fills  in 
the  economy  of  the  people  must  be  the  starting  point  of  the 
successful  sales  letter.  The  power  of  reasoning  and  the  faculty 
for  analysis  must  be  brought  into  full  play. 

It  is  no  small  task — this  planning  and  writing  a  form  letter. 
The  appeal  must  be  deep.  It  must  reach  the  very  ground  upon 
which  the  reader  stands,  and  the  facts  must  be  such  as  will  admit 
of  no  contradiction  as  he  sees  them.  Show  him.  Action  can  best 
be  obtained  by  the  statement  of  facts  that  appeal  to  his  reasoning 
processes.  But  how  can  you  state /ac/5  until  you  first  find  them 
out  for  yourself?  After  the  facts — all  the  facts — have  been 
obtained,  then  there  must  be  a  logical  arrangement  of  these 
facts.  There  should  be  maneuvering  and  marshaling  until  an 
irresistible  phalanx  is  formed  before  the  attack  is  made.  Next 
the  enemy's  camp  must  be  considered.  WTiat  is  his  viewpoint? 
How  can  I  present  my  facts  so  that  they  will  have  that  element 
of  human  interest  which  will  touch  a  responsive  chord  in  the 
reader's  mind?  The  difference  between  letters  that  will  get 
business  from  a  business  man  in  a  metropolis  and  those  that  ^\'ill 
get  business  from  the  leisurely  minded  rural  prospect  lies  not  so 

[4] 


INTRODUCTION 

much  in  length,  as  some  suppose,  as  in  style.  The  language 
must  be  pleasing,  without  evidence  of  straining  to  make  it  so. 
It  is  a  courtesy  due  the  reader  from  the  writer,  and  will  be  appre- 
ciated— other  things  being  equal — in  dollars  and  cents.  The 
basic  foundation  of  the  argument  is  the  individual  writer's  con- 
ception of  the  business  he  is  writing  about  and  the  place  it  fills 
in  the  needs  of  the  class  he  is  addressing.  Do  not  use  argument 
for  argument's  sake.  Make  your  letter  stand  out  with  force 
of  personahty — a  personality  that  is  pleasing,  sincere,  logical, 
and  convincing. 

AU  these  preliminary  steps  wiU  serve  to  fill  the  writer  with 
confidence  and  conviction  that  will  not  fail  to  have  a  telling 
effect  in  net  results  of  the  letter  itself.  Find  the  point  of  contact 
between  your  proposition  and  your  reader,  get  into  his  confidence 
by  giving  a  legitimate  reason  for  writing  him;  and  then,  if  you 
have  become  sufficiently  saturated  with  all  the  facts  in  the  case 
and  enthused  by  the  genuineness  of  the  proposition  you  are  to 
make — writing  the  letter  will  be  as  easy  as  talking  to  a  friend. 
Of  course  there  must  be  logical  sequence  and  proper  arrangement 
of  facts  in  each  individual  letter,  and  each  letter  should  be  written 
with  due  consideration  as  a  unit  in  the  series.  It  is  quite  as  essen- 
tial, in  a  series  of  follow-up  letters,  to  arrange  the  facts  and 
arguments  to  be  emphasized  in  each  letter  according  to  some 
definite  plan  as  it  is  in  each  individual  letter.  The  final  letters 
in  a  series  should  bear  the  same  relation  to  the  series  as  the  final 
paragraphs  do  to  the  single  letter — that  is,  use  the  strongest 
and  most  convincing  arguments  last.  Say  just  the  right  thing, 
and  just  enough  to  give  your  prospect  what  facts  he  can  readily 
take  care  of  without  confusion.  Be  careful  not  to  crowd  in 
"just  one  more"  unless  there  be  ample  room  for  it,  and  remember 
that  the  closing  paragraph  or  sentence  should  suggest  action, 
or  at  least  be  strong  enough  to  clinch  the  nail  and  make  your 

[  5  ] 


LETTERS  THAT  MAKE  GOOD 

point.  The  too  abrupt  ending  should  be  carefully  avoided. 
Give  it  a  natural  swing — an  individuality  that  will  grip. 

The  dress  of  the  letter — the  stationery,  the  letter  heading, 
the  typewriting,  the  spacing,  the  margins,  etc.,  all  have  an  im- 
portant bearing  on  its  success  as  a  business  getter.  A  poorly 
"processed"  form  letter  is  less  effective  than  a  printed  circular. 
If  it  be  "filled  in"  it  should  match  the  body  of  the  letter  perfectly, 
otherwise  it  is  better  not  to  attempt  it.  That  business  man 
who  pays  considerable  attention  to  looks  in  his  form  letters  will 
be  found,  in  the  long  run,  to  be  far  more  successful  than  one  who 
neglects  appearance  in  even  a  small  degree.  There  is  a  distinct 
selling  value  in  appearance,  and  the  mechanical  make-up  of 
the  business  letter  should  always  be  in  keeping  with  the  best 
standards. 

It  has  been  the  task  of  the  editors  of  this  volume  to  gather 
such  information  as  is  possible  to  obtain,  and  to  present  it  in  a 
form  that  will  make  it  readily  accessible  to  the  business  man 
working  at  the  high  speed  required  by  present-day  conditions. 
The  constructive  thinking  necessary  to  derive  the  most  benefit 
from  these  letters  comes  as  a  force  of  habit  to  all  practical  business 
men,  and  care  has  been  taken  to  make  clear  the  essentials  upon 
which  judgment  must  be  based.  It  is  first  necessary  to  know 
what  constitutes  valuable  knowledge  on  this  subject,  and  that 
must  be  determined  by  men  who  by  their  wide  practical  experi- 
ence are  competent  to  determine. 

The  writer  has  for  more  than  eighteen  years  made  a  special 
study  of  form  letters,  and  has  taken  active  part  in  hundreds  of 
mail  campaigns.  The  knowledge  thus  gained  has  been  supple- 
mented by  that  of  a  number  of  recognized  leaders  in  advertising 
work.  The  essential  divisions  of  the  subject  were  thus  determined, 
and  writers  qualified  to  cover  these  various  phases  of  letter  writing 
in  an  effectual  manner  were  chosen. 

[6] 


INTRODUCTION 

It  is  our  belief  that  the  subjects  and  the  writers  of  the  seven 
monographs  which  follow  will  appeal  to  the  judgment  of  every 
man  interested  in  knowing  more  about  this  powerful  factor  in 
the  promotion  of  modern  business. 


17  1 


PETTINGELL-ANDREWS   COMPANY 

ELCCTRICAl.    MERCHANDISE 

BOSTON 


f(ayui^o-ej  )fe<iJaM 


Manager  of  Advertising.  Pettingell-Andrews 
Company;  former  Director.  Pilgrim  Publicity 
Association  of  N'ew  England;  Author  of  "A 
Manual  of  Church  Publicity." 


THE     PLAN 

By  CARROLL  WESTALL 

Who  has  not  heard  that  picturesque  exclamation,  "It  beats  the  Dutch!" 
Analyzed,  it's  the  unconscious  tribute  to  the  qualities  which  have  made  the 
enterprising  Germans  our  most  dangerous  competitors  in  the  battle  for  foreign 
trade — Teutonic  thoroughness,  the  unlimited  capacity  for  digging  down  to  the 
roots  of  things.  This  faculty  the  following  article  has  also.  With  the  gusto 
of  an  engineer  attacking  a  new  and  complicated  construction  problem,  yet  in 
an  off-hand,  readable  style,  Mr.  Westall  holds  up  for  your  inspection  a  letter 
plan.  He  takes  it  apart — shows  how  it  works — puts  it  skilfully  together  again 
— then  tells  you  in  breezy,  man-to-man,  practical  fashion  how  to  plan  your  own 
letters  in  the  same  effective  way.  We  urge  you  to  read  this  article  in  its  proper 
order.  It's  logically  the  first — arui  moreover  an  excellent  "curtain  raiser"  for 
the  other  chapters  that  follow. — Note  by  The  Editors. 

EVER  been  in  Boston?  Ever  try  to  get  anywhere  in  the 
heart  of  "The  Hub"  without  becoming  "completely  turned 
round"?  What  perverse  ingenuity  devised  its  narrow, 
overcrowded  streets  that  seem  to  have  no  beginning  or  ending, 
and  whose  twistings  and  turnings  defy  the  points  of  the  compass ! 

Who  "planned"  Boston?  Not  the  early  settlers.  They 
were  "too  busy"  fighting  Indians  and  trying  witches.  Their 
successors  were  "too  busy"  making  money  in  the  East  India 
trade.  And  so,  left  to  shift  for  itself,  Boston,  like  Topsy,  "just 
grew,"  till  to-day  its  crooked  streets  are  the  imf ailing  stock  in 
trade  of  comic  journals  and  professional  guides. 

Who  "plans"  form  letters?  Not  the  average  business  man. 
He  is  "too  busy."  So  far  from  saving  his  time,  the  apparent 
effect  of  the  invention  of  typewriter,  telephone,  loose  leaf  and 
card  systems,  and  other  modem  time  savers  has  been  merely 
to  "speed  him  up."  Like  a  squirrel  in  its  revolving  cage,  he  is 
apt  to  be  too  preoccupied  with  "gomg  through  the  motions" 
to  realize  whether  he  is  actually  getting  an>'^vhere  or  not. 

19) 


LETTERS  THAT  MAKE  GOOD 

Plan  form  letters?  Not  he!  "Let  George  do  it."  And  so 
— as  usual — what  is  anybody's  job  ends  in  being  nobody's  job. 
The  form-letter  task,  like  a  homeless  cur  with  a  yelp  at  one  end 
and  a  tin  can  on  the  other,  goes  vainly  "down  the  line"  repulsed 
by  everybody  till  it  finally  reaches  the  clerk,  who  being  the 
"lowest  in  succession"  can't  dodge.  But  he  is  too  buried  in 
detail  to  have  any  breadth  of  view.  He  can't  plan;  he  can  only 
execute. 

Most  form  letters  show  the  result  of  this  treatment.  They 
are  outcasts.  No  parents.  No  brothers  or  sisters.  Just  acci- 
dents! Like  Boston  streets  they  start  from  nowhere — they 
twist  and  they  turn^and  they  get  nowhere — unless  you  call  the 
waste  basket  somewhere.  They  remind  you  of  the  new  house 
that  a  friend  of  yours  has  built.  He  proudly  ushers  you  through 
it.  You  notice  that  the  parlor  opens  directly  into  the  kitchen. 
You  notice  other  things,  but  you  say  nothing.  Finally  he  bursts 
out  triumphantly  with  "I  planned  this  house  and  saved  the 
architect's  fee."  You  murmur  the  customary  compUments; 
you  think  "it  certainly  looks  it."  And  you  mentally  decide 
that  when  you  buUd  you'll  have  an  architect. 

Business  men  are  coming  to  realize  that  form  letters  without 
a  plan  are  like  a  building  without  an  architect.  Form  letters 
are  written  to  get  business.  Not  some  business,  but  the  most 
business  possible.  And  just  as  the  high-priced  salesman  would 
never  think  of  calling  on  an  important  "prospect"  without  first 
carefully  planning  and  preparing  for  the  interview,  so  the  man 
who  would  have  his  form  letters  sales  letters  must  plan — broadly, 
thoroughly,  comprehensively,  before  he  even  touches  pencil  to 
paper  or  whispers  into  the  phonograph. 

Why  are  not  aU  form  letters  so  planned?  Frankly — because 
it  means  work.  There's  no  dodging  that  fact.  And  work — 
especially  along  new  or  different  lines — is  never  popular.  You 
see  the  brain  dislikes  entering  upon  a  new  field — it  prefers  a  rut. 

[10] 


THE  PLAN 

You  have  to  fight  it — hold  it  down — keep  it  in  the  new  path. 
After  a  while  it  gives  up  resisting  and  presently  you  discover 
that  that  which  has  previously  been  difficult  has  become  relatively 
easy.  You  have  gained  a  tool  with  a  keen  edge  and  you  deUght 
in  a  new  sense  of  mastery. 

But  in  the  first  place  one  is  confronted  by  that  mental 
sluggishness  of  which  we  are  all  more  or  less  possessed — that 
disinclination  to  grapple  with  a  problem  with  the  full  force  of 
the  mind.  How  are  we  to  overcome  this  tendency?  First, 
by  ridding  one's  mind  of  the  nervous  sense  of  haste.  Resolve 
to  take  enough  time  to  see  the  thing  through.  Get  some  good 
sized  sheets  of  paper  and  some  well-sharpened  pencils.  Light 
a  good  cigar.     Select  a  corner  where  you  won't  be  disturbed. 

Now  let's  start  at  the  very  beginning.  Then  we'll  feel  sure 
we're  building  on  bed  rock.  Imagine  you  are  a  total  stranger — 
a  keen,  experienced  salesman,  say — entering  your  office  for  the 
first  time.  Forget  for  a  while  your  experience.  Lay  aside  your 
usual  point  of  view;  look  at  your  problem  with  new  eyes.  (Yes, 
I  know  it's  difficult,  but  it  can  be  done.)  Take  nothing  for 
granted.  Get  yourself  "in  a  comer"  and  ask  yourself  questions, 
writing  the  answers  down  on  paper. 

"How  can  I  develop  a  plan?  By  thoroughly  analyzing 
my  business.  What  is  thorough  analysis?  Digging  down  to 
the  roots  of  things.  What's  the  root  of  all  business?  Supplying 
human  needs.  What  are  the  fundamental  needs?  Food,  shelter, 
clothing.  What  are  the  businesses  called  that  supply  these 
fimdamental  needs?  Staple  lines.  Is  my  business  a  staple 
line?" — and  so  on. 

And  here  I  must  offer  a  warning.  Be  sure  that  you  ask 
yourself  but  one  question  at  a  time  and  that  your  answer  is  correct. 
Make  each  joint  true  as  you  go  along,  or  your  whole  structure 
may  fall.  You  see,  analysis  is  not  at  bottom  so  complex  as  it 
may  seem.     It  is  merely  the  comparison  of  one  thing  with  another. 

til] 


LETTERS  THAT  MAKE  GOOD 

You're  reasonably  safe  as  long  as  you  don't  try  to  crowd  too 
many  things  into  the  mind  at  once.  In  which  case  you  may 
find  yourself  in  the  same  fix  as  a  sensational  clergyman  who 
asserted  that  "premature  gray  hair  is  an  indication  of  fast  living." 
Analyzed,  his  reasoning  evidently  was: 

"Fast"  living  depletes  the  energy. 

Gray  hair  is  said  to  indicate  depleted  energy. 

Therefore  all  people  with  prematurely  gray  hair  have  lived  fast." 

His  error  lay  in  trying  to  hold  more  than  two  "propositions" 
in  the  mind  at  once.  Had  he  divided  all  hair  into  "gray"  and 
"not  gray,"  all  people  into  "fast"  and  "not  fast,"  and  all  depleted 
energy  into  "resulting  from  fast  Uving"  and  "not  resulting  from 
fast  Uving"  he  would  have  quickly  reahzed  that  in  order  to  prove 
that  all  people  with  prematurely  gray  hair  had  lived  "fast" 
he  would  also  have  to  prove  that  all  depleted  energy  is  the  result 
of  "fast"  Uving — a  claim  too  absurd  to  pass  muster.  He  had 
put  some  of  his  parishioners  in  the  wrong  pew;  we  must  be 
careful  not  to  make  a  similar  mistake  in  our  classification. 

FoUowing  this  plan  of  not  holding  more  than  two  facts  in 
the  mind  at  once,  we  continue  with  our  analysis.  Business 
comes  from  two  sources — old  customers;  new  customers.  Finan- 
ciaUy,  old  customers  are  of  two  kinds — those  buying  up  to  their 
limit;  those  whose  purchases  can  be  increased.  From  the  "good 
wiU"  standpoint,  you  have  satisfied  customers  of  your  house  plus 
dissatisfied  customers  of  competitors;  just  as  your  competitors 
have  dissatisfied  customers  of  yours  and  satisfied  customers  of 
their  own.  Prospective  new  customers  are  also  of  two  classes — 
those  now  buying  of  competitors;  those  not  buying  at  aU. 

Now  we  are  getting  down  to  brass  tacks.  We  find  that  new 
business  is  the  result  of  "demand,"  and  that  demand  is  either 
already  developed  or  to  be  developed;  and  that  demand  involves 
a  supply.  (Note  here  that  by  working  upward  from  the  basic 
human  needs  to  demand,  we   approach  the  form-letter  prob- 

[121 


THE  PLAN 

lem  from  the  correct  side — that  of  the  buyer — and  thus  avoid 
the  mistake  of  the  average  business  man,  who,  approaching  the 
question  from  the  manufacturing  or  selHng  end,  fails  to  get  the 
buyer's  viewpoint.) 

To  this  demand  and  our  supply  we  now  add  a  third  factor — 
the  "medium"  by  which  demand  and  supply,  or  market  and 
product — are  brought  together.  This  is  accompUshed  by  the 
sales  campaign,  and  we  must  first  find  out  what  place  in  the  sales 
campaign  should  properly  be  assigned  to  our  form  letters. 

Here  we  are  face  to  face  with  some  nice  questions  of  policy. 
Shall  we  need  one  letter — or  series?  General  letters — or  spe- 
cific? To  go  to  jobbers,  dealers,  or  consumers?  To  a  number 
of  classes  of  buyers — or  to  one  class  only?  To  women — or  men? 
Letter  to  carry  the  whole  message — or  short  "letter  of  trans- 
mittal" with  other  printed  matter?  To  boost  the  general  line — 
or  to  focus  on  a  single  proposition?  For  general  welfare — or  for 
sales?    And  so  on. 

Along  with  these  questions  we  must  also  consider  the  facts 
developed  by  our  analysis  of  the  product  itself,  involving  such 
questions  as:  Permanent,  all-the-year-round — or  seasonable? 
Necessity — or  luxury?  QuaUty  high — or  low  priced?  Only 
one  of  kind — or  competitive  products?  Many  talking  points — 
or  few  only?  One  leading  quaUty  or  "hook" — or  several,  of 
about  equal  importance? 

There!  We  have  the  foundation  facts  for  our  plan,  and 
can  lean  back  in  our  chairs  and  rest  for  a  moment.  And  while 
we  are  resting,  let's  glance  back  over  our  course.  What  did 
we  do? 

We  analyzed  first  the  basic  needs  of  business  generally, 
then  the  relation  of  our  line  to  general  business.  Next  we 
considered  the  necessities  of  the  sales  situation  growing  out 
of  that  relationship,  and  finally  the  conditions  as  met  by  the 
particular  product  we  wish  to  push.     In  other  words,  we  dis- 

113] 


LETTERS  THAT  MAKE  GOOD 

covered  that  "a  plan"  meant  analysis;  that  analysis  is  the  com- 
parison of  two  things  and  from  them  creating  a  third;  that  the 
fundamental  factors  are  the  buyer  and  product;  that  from  a 
consideration  of  these  two — the  "demands"  of  one,  the  "talking 
points"  of  the  other — result  the  sales  campaign  and  the  sales 
letter. 

Now  we  can  safely  go  ahead  and  lay  out  our  letter  or  series 
of  form  letters.  We  have  the  data  for  a  successful  consideration 
of  the  purpose  and  keynote  of  these  letters.  We  have  charted 
the  harbor,  set  our  course  and  can  now  hoist  sail  and  away.  No 
doubt  it  has  seemed  a  long  process  to  you.  But  the  longest 
way  round  is  frequently  the  shortest  way  home — "home"  being 
of  course  the  plan  that  produces  the  most  efficient  letters.  And 
if  the  work  has  been  done  thoroughly,  part  of  it  will  serve  as  the 
basis  for  a  future  plan  on  other  lines  or  products  in  your  business 
— or  at  least  will  so  develop  your  power  of  analysis  as  to  make 
the  next  similar  problem  much  easier  and  quicker  to  solve. 

Bear  in  mind  that  I  have  not  furnished  you  with  an  exact 
chart  of  your  harbor;  I  have  merely  indicated  the  necessity  for 
such  a  chart  so  that  you  may  avoid  the  rocks,  and  have  sug- 
gested how  such  a  chart  may  be  made. 

In  a  nutshell:  Find  the  facts;  find  all  the  facts;  be  sure 
you  have  them  straight;  find  out  where  they  lead  to.  Then 
build  your  letters  on  your  conclusions. 


A  final  thought.  It  is  now  impracticable  to  straighten  and 
broaden  Boston's  crooked  business  streets,  for  it  would  cost 
untold  miUions  of  dollars.  It  may  cost  your  business  a  pro- 
portionate amount  not  to  revise  your  form  letters — if  you  have 
been  writing  them  without  a  plan.  It  certainly  will  cost  you 
little  more  than  your  spare  time  for  a  while  to  work  up  a  plan. 
And  you'll  find  it  wiU  pay. 

[14] 


Schools  of  Selling 


^CRANTON.    PA 


^L.^£y> 


Principal.  Schools  of  Selling.  International 
Correspondence  Schools.  Scranton.  Pa.;  Ex- 
President.  Scranton  Advertising  Club. 


THE     DATA 

By  S.  ROLANB  HALL 

The  basis  of  successful  teaching — what  is  it  but  the  collection  of  adequate 
facts  and  their  arrangement  and  presentation  in  orderly,  logical  fashion?  Mr. 
Hall's  success  in  treating  this  important  and  too  frequently  slighted  division  of 
good  letter-writing  principles  in  part  explains  his  success  in  the  larger  field  of 
mail  instruction.  In  a  simple,  unassuming,  conversational  style  that  "gets 
under  your  guard" — a  style,  by  the  way,  which  is  characteristic  of  all  his  writing, 
and  which  is  part  of  the  man  himself — he  plants  some  fundamental  ideas  as  to 
correct  fact-collection  and  arrangement,  to  later  bring  forth  a  good  crop  in  your 
own  work,  if  you  follow  him  closely.  This  article  will  no  doubt  be  read  by  his 
own  correspondence  pupils  as  well  as  by  those  maturer  students  of  advanced 
business  methods  who  have  inspired  this  volume — and  to  equal  advantage  by 
both  classes. — Note  by  The  Editors. 

AN  acquaintance,  regarded  generally  as  one  of  the  most 
efficient  letter  writers  of  America,  was  asked  what  he 
would  charge  for  preparing  six  letters  to  be  used  in  ex- 
ploiting certain  real  estate.  His  reply  was  that  he  could  not 
conscientiously  charge  anything,  because  he  did  not  know  any- 
thing about  the  property;  and  he  could  not  write  effective  letters 
about  something  he  knew  nothing  about.  It  evidently  had 
not  occurred  to  the  inquirer  that  it  would  be  necessary  to  furnish 
this  letter  writer  a  great  deal  of  information  about  the  property, 
and  that  it  would  be  necessary  to  classify  and  absorb  that  infor- 
mation before  real  sales  letters  could  be  prepared.  He  prob- 
ably had  the  idea,  that  unfortunately  so  many  people  have, 
about  letter  writing  and  advertising — that  the  clever  writer 
can,  without  data  of  any  consequence,  lean  back  in  his  chair, 
close  his  eyes,  and  out  of  the  air  pluck  details  and  arguments 
that  will  induce  people  to  part  -mth  their  money. 

The  fallacious  idea  about  the  clever  writer's  ability  to  write 
without  data  is  responsible  for  a  great  deal  of  poor  work.    The 

[171 


LETTERS  THAT  MAKE  GOOD 

truth  is,  of  course,  that  one  who  is  skilful  in  expression  can  reel 
off  a  letter  that  is  gracefully  phrased,  and  that  often  calls  forth 
favorable  comment.  The  expert  letter  writer  knows  many 
tricks  of  the  trade:  interesting  opening,  adroit  argument  and 
effective  closing.  But  after  that,  what?  A  compliment  on 
the  letter?  That  is  not  what  we  want  as  the  result  from  a  sales 
letter;  and  it  is  the  sales  letter  that  we  most  often  refer  to  when 
we  talk  about  "letters  that  make  good." 

We  are  wiser  than  we  can  explain.  That  is,  we  have  a  sense 
that  we  caimot  well  describe.  That  instinctive  sense  enables 
us  often  to  read  between  the  lines  of  mere  skilful  expression, 
and  perceive  that  the  writer  does  not  really  know  whereof  he 
writes.  That  instinctive  sense,  on  the  other  hand,  often  enables 
us  to  see  in  a  crude  letter  the  real  information  and  the  con- 
fidence of  the  writer,  and  makes  us  beheve  the  message,  though 
it  may  not  be  expressed  so  gracefully  as  a  more  skilled  writer 
would  express  it.  A  letter  from  a  farmer,  about  a  lot  of  pickles 
that  he  put  up  himself,  is  before  me.  It  has  none  of  the  tricks 
of  the  professional  letter  writer,  but  it  tells  about  the  pickles, 
the  care  with  which  the  farmer  grew  them  and  with  which  he 
put  them  up,  how  good  they  are,  what  the  price  is,  and  when 
he  is  going  to  be  aroimd  dehvering.  And  his  letter  makes  me 
pickle  hungr>^ 

A  sales  letter  is  an  advertisement — an  advertisement  in 
letter  form.  We  put  many  of  our  advertisements  into  that 
form,  because  we  know  that  people  are  habituated  to  read,  with 
more  or  less  care,  everything  that  comes  to  them  in  the  shape  of 
letters.  The  letter  goes  out  with  the  guarantee  of  a  great  gov- 
ernment for  its  delivery.  Its  "circulation"  is  assured.  It  is 
read  by  itself,  to  the  exclusion  of  other  things.  It  is  not 
"blanketed"  by  other  advertisements  surrounding  it  that  draw 
off  the  easily  diverted  attention.  Consequently,  the  letter  is  a 
great  advertising  medium.    But  the  letter  is,  nevertheless,  an 

[18] 


THE  DATA 

advertisement — a  good  advertisement,  a  mediocre  advertisement, 
or  a  poor  advertisement,  according  to  whether  we  have  wrought 
well  or  ill  in  our  writing  of  it.  And  though  we  think  most  often 
of  sales  letters,  when  we  talk  about  business  letters,  let  us  not 
forget  that  the  mere  acknowledgment,  the  answer  to  a  complaint, 
and  all  the  other  forms  of  letters,  also  have  advertising  value. 

Now,  we  teach  that  the  effective  advertisement  must  have 
real  data  behind  it  if  it  is  to  have  a  positive  selling  force,  and 
as  the  same  thing  is  true  of  the  letter,  it  foUows  that  we  must 
search  for  data  for  our  letters,  just  as  we  would  for  data  for  other 
kinds  of  advertisements.  If  we  do  not,  then  our  letters  are 
likely  to  become  "as  sounding  brass  or  a  tinkling  cymbal." 

A  writer  of  business  letters  should  not  flatter  himself  that 
the  finding  of  nuggets  of  real  information  is  an  easy  task.  Some- 
times it  is  only  after  the  most  painstaking  inquiry  and  study 
that  what  we  are  looking  for  comes  to  light.  The  letter  writer 
should  regard  himself  as  being  in  the  position  of  a  reporter,  or 
a  lawyer.  He  must  be  a  living  interrogation  point.  He  can 
get  much  by  searching  libraries  and  printed  matter  generally. 
He  can  also  get  a  great  deal  by  the  use  of  his  feet  and  his  eyes  in 
another  way. 

There  are  some  things  that  one  caimot  do  justice  to  with- 
out actually  seeing  them.  There  is  a  confidence,  an  enthusi- 
asm, an  ability  to  describe  graphically,  that  come  only  through 
having  seen  with  one's  own  eyes  that  which  is  to  be  advertised. 
If  I  were  going  to  advertise  a  colony  of  small  farms,  I  would 
no  more  think  of  trying  to  write  letters  about  those  farms  with- 
out first  going  and  seeing  the  property  with  my  own  eyes  than 
I  would  write  love  letters  to  a  woman  whom  I  had  never  met. 
Imagination  is  a  great  creator,  and  those  who  have  the  gift  of 
imagination,  in  large  measure,  can  do  wonderful  things,  some- 
times without  much  fact  with  which  to  feed  the  fire;  but  that 
sixth  sense  is  likely  to  see  through  the  purely  imaginative  work. 

[19] 


LETTERS  THAT  MAKE  GOOD 

WTiolly  imaginative  work,  and  work  based  on  second-hand 
information  must,  in  business,  be  inferior  to  writing  based  on 
first-hand  data. 

A  buyer  for  a  large  department  store  was  once  found  by 
an  acquaintance  calmly  tearing  a  shoe  apart  with  a  pair  of  pincers. 
He  explained  that  certain  statements  had  been  made  about  the 
workmanship  and  material  of  the  shoe,  and  he  was  tearing  it 
up  to  satisfy  himself  that  the  statements  were  true. 

So,  then,  we  have  the  principle  that  in  searching  for  data 
for  eflBcient  letters  we  should,  if  possible,  go  and  see  the  things 
we  are  to  write  about,  or  have  them  brought  to  us,  and  maybe 
tear  something  apart.  Maybe  tasting,  hearing,  or  feeling,  is 
important.  I  am  sure  I  wrote  much  better  matter  about  the 
fig-growing  business  of  California  by  having  specimens  of  those 
figs  on  my  desk  and  by  having  tasted  them. 

And  then  we  must  ask  questions.  It  is  hard  to  beat  the 
question  method.  It  is  one  of  the  oddest  things  in  the  business, 
but  true,  that  the  most  important  kind  of  information  will  often 
remain  hidden  until  it  is  brought  to  the  surface  by  a  question. 
A  dentist  once  had  an  article  that  he  wanted  to  sell  to  other 
dentists.  His  argument  for  it  seemed  good,  but  something 
was  lacking.  Finally,  he  was  asked  in  what  way  competitive 
goods  failed  to  do  their  work  perfectly,  if  his  did  that  particular 
work  perfectly,  and  why  it  did  it.  Out  it  came — the  real  kernel 
of  the  nut;  but  in  some  way  he  had  missed  it  up  to  the 
questioning. 

Once  in  my  own  experience  I  foimd  it  necessary  to  have 
very  full  answers  furnished  to  thirty-five  or  forty  questions, 
and  to  have  specimens  of  dozens  of  letters  written  by  a  client 
before  I  could  undertake  to  suggest  improvements  in  his  letter- 
soUciting  plans. 

Finally,  the  people  to  whom  the  letter  is  to  be  written  must 
be  studied,  and  data  collected  from  them.     For,  of  course,  there 

[20] 


THE  DATA 

is  a  buying  point  of  view,  as  well  as  a  selling  point  of  view,  and 
the  data  drawn  from  seeing  and  studying  the  thing  to  be  sold 
must  be  adapted  to  the  needs,  sentiments,  manner  of  reasoning, 
etc.,  of  the  people  to  whom  the  letter  is  to  be  written.  One 
cannot  hope  to  write  letters  about  vacuum  cleaners  that  will 
lead  women  to  buy  such  an  article  unless  a  study  from  the 
woman's  point  of  view  is  made.  You  cannot  hope  to  write  the 
farmer  an  effective  letter  about  a  gas  engine,  or  a  sulky  plow, 
imtil  you  have  secured  data  about  the  way  a  gas  engine  or  a 
sulky  plow  fits  into  a  farmer's  life. 

I  recall  that  I  once  had  the  job  of  selling  a  city  lot  situated 
on  a  sloping  block  at  the  top  of  a  hill.  I  put  in  considerable 
time  gathering  and  assembling  my  data.  Against  the  objec- 
tion that  the  lot  was  at  the  top  of  the  hill,  and  that  the  purchaser 
would  not  have  so  easy  a  walk  as  if  he  bought  a  lot  on  the  level, 
was  the  fact  that  the  views  were  fine  and  could  never  be  cut  off. 
Against  the  objection  that  the  rear  sloped  rapidly  down  to  the 
valley  were  the  arguments  that,  (1)  the  lot  was  lower  priced 
than  one  entirely  level,  (2)  that  a  terraced  backyard  was  more 
artistic  than  a  level  one,  (3)  that  a  stable,  garage,  or  any  other 
outbuilding  that  might  be  desired  in  the  rear,  would  be  down 
below  the  dwelling,  and  isolated,  and  would  not  shut  off  the 
view.  Against  the  objection  that  a  fire  house  was  soon  to  go 
on  the  comer  was  the  argument  that  it  was  to  be  a  small  fire 
house,  that  firemen  were  orderly  and  their  presence  really  con- 
stituted extra  poUce  protection.  For  every  objection,  logical 
argument  was  studied  out;  and  much  good  argument  was  foimd 
to  which  there  were  no  objections.  It  was  then  no  trouble 
to  write  letters  about  that  lot.  There  was  plenty  of  data,  and 
the  job  was  merely  one  of  selection. 

I  have  demonstrated,  to  my  own  satisfaction  at  least,  that 
no  form  letter  addressed  to  a  fairly  intelligent  class  of  people 
needs  to  have  names  and  addresses  "filled  in."    The  conclusion 

[21] 


LETTERS  THAT  MAKE  GOOD 

has  been  forced  on  me,  by  a  number  of  experiments,  that  after 
all,  what  counts  is  the  information  in  the  letter — the  data.  Based 
on  strong  data,  your  form  letter  does  not  need  a  name  and 
address  filled  in.  Lacking  that,  all  the  skilful  "filling  in"  you 
can  do  won't  save  the  day. 

The  classifying  of  data  is  in  itself  a  task  for  the  master 
hand.  But  the  general  principles  are:  In  the  first  division, 
put  the  data  most  likely  to  compel  interest;  reject  the  points 
of  such  little  strength  that  they  may  impair  the  strength  of 
better  ones;  keep  back,  until  near  the  end  of  the  argument,  data 
that  is  likely  to  repel  if  introduced  near  the  beginning  (such 
things  as  high  prices,  etc.);  reserve  some  strong  point  for  the 
close. 


[22] 


OfTiceof  thePrcsident 

348  Congress  Street 
Boston 


Director  of/Publicity.  W.  H.  McElwain  Com- 
pany. Shoe  Manufacturers.  Boston;  President 
Associated  Advertising  Clubs  of  America-  E.x- 
President.  Pilgrim  Publicity  Association  of 
ii^!i'  England;  Director  and  Chairman,  Ford 
Hall  Meetings.  Boston;  President.  Sagamore 
Sociological  Conference;  Chairman.  Publicity 
Committee,  National  Men  and  Religion 
Movement. 


THE     MESSAGE 

By  GEORGE   W.   COLEMAN 

7/'5  a  mighty  hard  job  to  pry  out  your  own  viewpoint  and  replace  it  with 
the  viewpoint  of  the  other  fellow.  In  spite  of  the  difficulty  of  it,  the  man  who 
writes  letters  that  bring  a  large  volume  of  business  knows  it  must  be  done. 
Nobody  better  understands  this,  or  knows  how  to  do  it  better,  than  Mr.  Coleman. 
Because  he  sees  things  in  a  broad  way  he  is  able  to  do  things  in  a  broad  way. 
That's  why  he  is  a  successful  leader  of  movements  which  have  the  force  of 
massed  opinion  behind  them.  Mr.  Coleman  shows  us  how  to  get  outside  of 
ourselves  by  concentrating  on  the  facts  and  the  way  to  use  them.  His  article 
is  well  thought  out — it's  clear — it's  helpful.  That's  the  Coleman  way — and 
it's  the  way  to  get  the  message  "across." — Note  by  The  Editors. 

A  LETTER  without  facts  is  like  a  body  without  bones;  it 
won't  get  anywhere.  The  facts  in  the  case  are  good 
enough  for  any  letter,  much  better  than  the  most  radi- 
ant moonshine  and  much  harder  to  get.  First  get  the  facts. 
Then  get  all  the  facts.  And  finally  make  sure  that  they  are 
facts.  Don't  guess,  don't  imagine,  don't  infer;  just  dig,  dig, 
dig  for  the  facts!  There  is  nothing  so  interesting  in  the  world 
as  facts. 

But  don't  tell  all  you  know  at  any  one  time.  If  you  know 
a  whole  lot  more  than  you  tell,  your  very  expressions  will  carry 
with  them  a  sense  of  knowledge  held  in  reserve  that  inspires 
confidence  and  trust.  You  write  with  an  authority  that  is 
instinctively  recognized  when  you  are  able  to  pick  and  choose 
among  a  wide  range  of  facts. 

Having  all  your  facts  before  you,  it  is  a  great  study  to  know 
which  ones  to  employ  and  in  what  order  they  should  be  mar- 
shaled. Now  here  is  the  place  where  you  must  imagine,  guess, 
and  infer  unless  you  have  an  intuition  that  leads  you  unerringly 
to  the  mark.  You  may  have  an  exact  knowledge  of  your  own 
proposition,  but  you  can  be  only  more  or  less  acquainted  with 

(25) 


f 


LETTERS  THAT  MAKE  GOOD 

human  nature.  This  is  where  that  wonderful  force  called  per- 
sonality comes  strongly  into  play.  It  is  at  this  point  that  what 
you  are  counts  for  more  than  what  you  know.  And  if  you  can 
combine  a  full  knowledge  with  an  effective  personality  nothing 
can  stop  you  from  writing  letters  that  will  do  the  business. 

Your  personal  gifts,  your  experience  of  life,  your  innate 
understanding  will  determine  your  arrangement  of  the  facts, 
the  aim  being  to  arouse  in  the  reader  of  the  letter  an  interest 
that  develops  into  desire  and  culminates  in  decision.  There 
is  no  rule  of  thumb  by  which  this  may  be  accompUshed.  The 
man  who  can  do  it  can  do  it  in  more  ways  than  one.  The  man 
who  can't  do  it  can't  do  it  anyway,  no  matter  how  much  you 
show  him.  But  you  will  not  know  whether  you  are  the  man 
who  can  or  the  man  who  can't  until  you  work  it  out  for  all  you 
are  worth.  And  your  very  labor  may  give  birth  to  an  unsus- 
pected letter-writing  talent.  It  is  not  always  the  most  likely 
man  who  succeeds  best,  but  generally  the  one  who  works  the 
hardest.  This  is  as  true  of  professional  letter  writing  as  of 
anything  else.  If  you  have  a  knack  for  letter  writing  you  are 
at  a  disadvantage  with  the  man  who  has  got  to  work  for  it, 
because  if  he  keeps  at  it  he  will  outstrip  you  in  the  long  run. 
While  you  are  wearing  out  your  knack  he  will  be  building  up  a 
substantial  ability  that  will  stand  the  severest  tests. 

The  man  who  has  some  gift  of  expression  is  more  in  danger 
of  turning  on  radiant  moonshine,  while  the  man  who  has  to 
dig  to  find  out  what  would  best  be  said  is  more  likely  to  unearth 
some  hidden  or  unobserved  but  powerfully  interesting  fact. 
The  temptation  is  to  think  you  know  all  the  facts.  This  is 
where  the  value  of  an  analytical  habit  of  mind  comes  in.  It 
enables  you  to  see  a  thing  all  broken  to  pieces  while  it  stiU  stands 
before  your  physical  vision  as  a  complete  whole.  It  is  a  uni- 
versal instinct  of  the  human  mind  to  like  to  see  a  thing  taken 
to  pieces.     Like  the  child,  we  want  to  know  what  it  is  made  of. 

[26] 


THE  MESSAGE 

A  power  for  mental  dissection  reveals  treasure  facts  that  for 
letter-writing  purposes  far  outweigh  the  value  of  the  most 
felicitous  phrasings.  This  appHes  just  as  truly  to  the  analysis 
of  an  idea  as  to  the  dissection  of  an  article  of  merchandise. 

When  you  have  mastered  the  facts  of  the  case,  then  you 
might  give  your  attention  to  the  importance  attaching  to  the 
point  of  view.  The  keenest  facts  do  not  make  an  effective 
appeal  to  the  mind  unless  they  can  easily  and  naturally  be  ap- 
phed  to  something  in  which  one  is  already  interested  or  about 
which  one  already  has  some  knowledge.  Of  what  use  is  it  for 
you  to  try  to  interest  me  in  the  purchase  of  an  automobile  by 
telling  me  the  vital  facts  about  cylinders,  tires,  engines,  coolers, 
and  the  like  when  aU  your  talk  is  pretty  much  like  Greek  to 
me?  If  I  already  have  a  machine  and  you  are  trying  to  sell 
me  a  better  one,  doubtless  that  might  do,  for  I  would  be  sup- 
posed to  know  something  about  those  things. 

No,  you  are  approaching  me  from  the  wrong  point  of  view. 
What  you  must  do  is  to  show  me  how  a  busy  man  with  no  time 
for  additional  pleasures,  and  not  inclined  to  extravagant  show, 
can  use  a  machine  to  increase  his  efficiency,  save  his  time,  pro- 
mote the  health  of  his  family,  entertain  his  friends,  and  serve 
the  sick  and  the  poor.  I  am  already  interested  in  such  matters, 
and  if  an  automobile  has  any  appUcation  to  such  things,  then 
your  facts  along  that  line  will  interest  me  at  once.  Later  you 
can  tell  me  all  about  the  mechanism. 

In  other  words,  after  you  have  acquired  a  great  range  of 
facts  from  your  own  point  of  view  you  must  turn  right  around, 
if  need  be,  and  do  your  best  to  see  them  from  the  point  of  view 
of  the  man  whom  you  are  seeking  to  impress.  You  will  find 
the  same  facts  taking  on  entirely  new  colorings.  It  is  up  to 
you  to  pick  and  choose  those  that  will  relate  themselves  to  the 
other  man's  present  knowledge  and  feelings.  You  have  got 
to  start  in  at  the  place  where  you  find  him,  else  you  will  never 

[27] 


LETTERS  THAT  MAKE  GOOD 

get  the  chance  to  pull  him  along  to  the  place  where  you  want 
him  to  go.  Your  minds  must  meet,  as  the  lawyers  would  say, 
on  some  common  ground  before  you  can  expect  him  to  follow 
your  reasoning  to  some  conclusion  as  yet  new  to  him.  A  point 
of  contact  must  be  established,  and  that  you  can  discover  only 
by  taking  the  right  point  of  view. 

Now  we  are  ready  to  employ  this  talent  for  expression, 
this  requisite  which  comes  last  and  is  generally  put  first,  and 
sometimes  both  first  and  last,  in  letter  construction  work.  Hav- 
ing absorbed  the  facts,  gained  the  point  of  view  and  selected 
your  approach,  you  are  ready  for  the  element  that  might  be 
called  "human  interest,"  for  the  lack  of  a  better  designation. 
It  is  to  the  letter  what  personal  appearance  and  manners  are  to 
the  salesman. 

First  of  all,  your  language  must  be  clear  and  unmistakable. 
No  involved  statements  or  ambiguous  expressions  can  be  tol- 
erated. And  whatever  style  of  phraseology  is  best  suited  to 
the  letter  in  hand,  let  that  style  prevail  throughout.  To  intro- 
duce flippancy  into  a  dignified  communication  or  to  employ  a 
stilted  expression  in  the  midst  of  a  flow  of  colloquial  language 
is  very  much  like  presenting  a  personal  appearance  in  overalls 
and  a  dinner  coat.  For  whatever  style  you  elect  to  use,  see 
that  it  is  shot  through  and  through  with  the  human-interest 
element.  This  is  where  the  gift  of  expression  plays  an  impor- 
tant part.  Entirely  independent  of  your  facts,  and  without 
relation  to  your  argument,  see  to  it  that  your  modes  of  expres- 
sion vibrate  with  human  interest.  Better  almost  than  any  one 
else  I  know,  Thomas  W.  Lawson  of  Boston  has  the  gift  of  in- 
jecting a  Uvely  human  interest  into  his  phrases.  But  you  would 
fail  disastrously  were  you  to  try  to  copy  his  way.  It  must  be 
your  own  human  interest  that  you  pump  into  your  writing. 

And  this  brings  me  to  the  last  point  that  I  want  to  make. 
Everything  that  you  do  and  think  goes  to  make  up  your  char- 

[28] 


THE  MESSAGE 

acter  upon  which  you  must  draw  when  you  are  seeking  to  give 
a  human  interest  to  your  expressions.  Therefore  the  larger 
the  life  you  Uve,  the  wider  the  range  of  your  reading,  the  deeper 
your  moods  of  contemplation,  the  more  numerous  your  friends 
and  acquaintances,  the  more  vital  contacts  you  have  with  life, 
the  larger  will  be  the  reservoir  of  human  interest  upon  which 
you  may  draw  when  you  are  seeking  to  persuade  others  to  do 
what  you  want  them  to  do. 

To  shape  your  message  well,  then,  get  the  facts,  find  the 
point  of  view,  select  your  approach,  and  salt  and  pepper  with 
human  interest  to  suit  the  occasion. 


291 


GEORGE   FRENCH 

130   FULTON  STREET 
NEW  YORK  CTT^' 


<^<^£-^>'^« 


Author  of  '  'Art  and  Science  of  Advertising, ' '  and 
"Printing  in  Relation  to  Graphic  Art";  Pub- 
lisher. The  Independent.  New  York;  Associate 
Editor,  Advertising  and  Selling.  Xew  York; 
Vice-Chairman.  Educational  Committee,  Asso- 
ciated Advertising  Clubs  of  America;  Mem- 
ber, Vigilance  Committee,  Advertising  Men's 
League.  Xew  York. 


THE     STYLE 

By  GEORGE  FRENCH 

An  agreeable  personality  casts  a  delightful  spell  over  all  who  come  within 
its  influence.  1 1  softens  the  "crust"  of  the  most  unapproachable  business  man — 
softens  it  as  probably  nothing  else  does.  In  the  hands  of  a  salesman  it  is  a 
tremeruious  force.  Mr.  French  tells  how  to  work  that  personality  into  the  "style" 
of  your  business  letters — tells  what  it  will  do  for  them,  and  why.  Mr.  French 
is  an  enthusiastic  student  of  style  and  lays  down  some  fundamental  and  prac- 
tical rules  for  the  development  of  a  result-getting  style — a  mastery  of  words  that 
will  carry  your  message  straight  to  the  bull's  eye.  These  are  the  very  rules  which 
he  himself  has  followed  in  developing  his  own  style.  This  article  is  something 
to  read  carefully,  to  think  about,  to  remember.  Something  to  take  into  your 
own  business  for  profit. — Note  by  The  Editors. 

WHEN  I  am  to  meet  a  man  who  has  it  in  his  power  to  do 
me  a  favor  or  give  me  some  business,  I  take  the  pre- 
caution when  I  dress  to  don  a  freshly  pressed  suit  of 
clothes,  select  my  most  becoming  shirt  and  cravat,  get  shaved  and 
manicured,  have  my  shoes  polished,  and  wear  my  most  agree- 
able countenance.  When  I  meet  this  man  I  do  my  best  to  make 
a  good  impression  on  him.  I  try  to  remember  all  I  know  about 
him,  and  I  study  him,  and  try  to  get  leads  from  him  all  the  while 
I  am  shaking  his  hand  and  asking  about  his  wife  and  children.  I 
endeavor  to  throw  around  him  an  aura  of  agreeable  impressions. 
I  try  to  lead  him  gently  up  to  the  business  in  hand,  along  a 
pathway  that  will  fill  his  sub-conscious  mind  with  pleasant 
feelings,  and  gently  incline  him  in  the  direction  of  mercy  for  me 
and  my  quest.  I  conduct  all  the  talk  in  a  direction  that  I  believe 
will  agreeably  interest  him,  and  when  we  come  to  the  hard  knocks 
of  the  core  of  the  business  proposition  in  hand,  I  try  to  so  present 
my  side  as  though  it  were  his  side,  to  make  him  feel  that  I  really 
am  willing  to  make  his  cause  my  own. 

[31] 


LETTERS  THAT  MAKE  GOOD 

We  all  do  this,  to  some  extent — to  the  extent  that  we  under- 
stand how  to  approach  a  fellow  being  who  may  do  us  a  benefit 
or  an  injury,  as  he  may  feel,  or  find  it  for  his  profit.  What  we 
try  to  do  is  to  turn  this  man  into  a  way  and  manner  of  feeling 
that  wiU  incline  him  to  be  pUable  to  our  will  and  consenting  to 
our  request.  We  all  know  that  it  is  thus  that  the  great  battles  of 
business  are  won,  or  at  least  saved  from  being  the  defeats  they 
well  might  have  been.  The  impress  of  an  agreeable  personality 
is  the  greatest  asset  a  good  salesman  has,  after  his  goods.  It 
is  the  constant  study  of  the  good  salesman  to  perfect  himself 
in  the  art  of  reading  human  nature,  and  of  making  men  do  that 
which  is  for  his  profit. 

The  good  business  letter  must  also  be  buUt  upon  exactly 
these  same  lines.  It  must  be  an  agreeable  object  for  the  eye 
to  catch,  as  it  emerges  from  its  envelope  as  well  as  when  it  lies 
on  the  manager's  desk  for  his  rapid  attention.  It  must  do  some- 
what better  than  this,  and  be  an  agreeable  object  as  it  still 
reposes  in  its  envelope  before  the  sharp  point  of  the  clerk's 
opener  seeks  vantage  under  the  giunmed  flap  thereof. 

The  physical  appearance  of  the  stationery  has  much  to 
do  with  the  reception  a  letter  gets,  and  that  matter  is  dealt  with 
in  another  chapter  of  this  book;  but  I  must  here  insist  that  the 
stationery  must  be  right  to  begin  with.  The  best  business  letter 
that  can  be  composed  and  typed  by  the  best  typewriter  ever 
trained  loses  much  of  its  initial  force  if  it  is  written  upon  a  letter 
sheet  that  is  slovenly  or  tastelessly  printed  and  designed,  or 
inclosed  in  an  envelope  that  is  not  of  itself  an  agreeable  object 
for  the  eye  to  rest  upon.  And  having  proper  and  properly 
printed  stationery,  we  go  at  the  letter. 

The  style  of  the  letter  depends  upon  the  writer.  There  is 
nothing  in  the  way  of  rules  that  can  be  laid  down  for  the  guid- 
ance of  the  writer  of  business  letters.  Mr.  Arnold  Bermett  has 
said  that  style  is  the  form  of  words  in  which  one  conceives  an 

132] 


THE  STYLE 

idea.  "The  idea,"  he  says,  "can  only  exist  in  words,  and  it  can 
only  exist  in  one  form  of  words."  The  man  who  wishes  to  have 
a  good  style  for  his  business  letters  must  therefore  have  the  right 
ideas  about  his  business,  and  about  the  person  to  whom  he 
intends  to  write  a  letter.  He  must  have  a  very  vivid  notion 
of  the  person.  If  he  does  not  personally  know  him,  he  must 
build  up  in  his  mind  the  best  possible  conception  of  him — vis- 
ualize him  as  well  as  possible  from  the  revelation  of  personaUty 
that  has  been  made  in  previous  correspondence  or  that  has  been 
imagined  by  the  writer.  If  there  has  been  no  previous  acquaint- 
ance, and  no  clue  at  all,  then  the  writer  must  assume  that  his 
correspondent  is  at  least  a  human  being,  and  therefore  sus- 
ceptible to  the  charms  of  urbanity,  frankness,  an  evident  desire 
to  satisfy,  and  brotherhood. 

I  often  feel  that  writers  of  business  letters  study  to  make 
them  cold,  perfunctory,  antagonistic,  meager  in  information — 
in  fact,  all  that  they  should  not  be.  And  especially  does  it  seem 
to  me  that  business  correspondents  neglect  the  great  advantage 
of  the  English  language.  This  English  language  has  within 
its  less  obvious  reaches  much  advantage  for  the  business  corre- 
spondent. Read  James  HoweU.  He  knew  how  to  drag  from 
its  lair  the  one  most  proper  word  to  wing  with  his  idea,  and 
how  comfortably  do  those  ideas  float  and  skim  through  the  rari- 
fied  intellectual  atmosphere  of  his  letters,  and  ahght  secure 
within  the  reader's  consciousness.  Accepting  Mr.  Bennett's 
dictum  that  there  is  but  one  form  of  words  for  one  idea,  it  is 
evident  that  we  should  know  about  all  the  words  there  are  from 
which  to  choose,  else  we  do  not  get  into  the  letter  just  the  idea 
we  wish.  The  letter  writer  who  wishes  to  be  or  become  a  good 
letter  writer  should  pay  much  attention  to  classical  hterature — 
fill  himself  with  those  authors  who  are  noted  for  their  felicitous 
use  of  EngHsh;  for  in  a  letter  it  is  the  felicitous  phrase  that 
must  do  duty  for  personal  appearance,  for  the  ingratiating  man- 

133! 


LETTERS  THAT  MAKE  GOOD 

ner  and  the  winning  smile,  for  the  quick  acceptance  of  any 
challenge  of  predisposition,  for  the  clean  shave  and  the  becoming 
cravat. 

Urbanity,  it  seems  to  me,  and  explicit  statement,  go  hand 
in  hand  in  the  making  of  good  business  letters.  Combativeness 
should  find  no  place  in  correspondence.  Dignity,  yes,  a-plenty 
of  it  and  always.  But  there  is  always  some  distance  between 
the  hot  answer  and  its  receipt — distance  of  time  and  space — 
and  there  is  not  the  same  atmosphere  at  the  receiving  point  as 
at  the  sending  point,  and  not  the  same  understanding  of  con- 
ditions, and  not  the  same  temperament,  and  not  the  same  degree 
of  charity — or  absence  of  charity.  So  the  letter  must  be  brought 
onto  the  common  ground  of  urbanity,  of  explicit  statement,  of 
patient  exposition,  of  charitable  tolerance,  of  practical  brother- 
hood. In  conversation  one  may  plunge  and  rear,  and  then 
shift  to  safer  ground;  accuse,  and  then  apologize;  give  body 
blows,  and  take  them;  free  the  mind,  and  Usten  while  the  other 
man  frees  his.  Much  ground  can  be  gone  over  in  a  talk,  but  in 
a  letter  there  is  but  the  narrow  path  of  simple  statement  and 
clear  exposition.  Pitfalls  must  be  avoided.  Doubtful  points 
must  be  ignored.  A  generous  word  will  expunge  a  whole  verbal 
tirade,  but  a  small  sneer  in  a  letter  sears  and  bums  and  cankers 
for  as  long  as  paper  and  memory  last. 

Many  business  letters  give  no  sUghtest  clue  to  the  person- 
ality of  the  writer.  They  fall  upon  the  reader's  spirit  like  an 
arctic  breath.  They  seem  to  come  from  a  cold  void.  They  create 
shivers.  They  are  couched  in  the  most  formal  and  colorless 
language,  and  give  no  hint  of  humanity.  Tom  Reed  was  once 
caught  in  New  York  on  a  very  cold  day,  with  nothing  better 
than  a  light  overcoat  to  protect  him  from  the  biting  east  wind. 
A  friend  met  him,  and  sapiently  remarked:  "A  cold  day,  Mr. 
Reed."  "Yes,"  piped  the  great  Maine  wit  and  politician,  resent- 
ing even  in  his  own  misery  the  frigidity  of  the  President  he 

[34] 


THE  STYLE 

served  with,  "Benjamin  Harrison  must  be  somewhere  about." 
The  cold-natured  man  never  gained  the  love  or  fealty  of  the 
warm-blooded  wit.  So  the  cold  letter  never  wins  its  way  in 
business.  The  man  who  writes  himself  into  his  letters,  and 
takes  care  that  that  self  is  agreeable  and  persuasive,  is  the  man 
who  can  count  more  than  two  percent  returns  from  his  corre- 
spondence, and  his  circularization  if  he  writes  the  copy  himself. 
^  And  with  all  these  quaUties  for  a  good  business  letter,  there 
remains  one  more  major  element — honesty.  There  are  such  a 
proportion  of  business  letters  that  are  framed  to  let  one  into  a 
pitfall ;  and  the  pitfall  is  usually  in  plain  view  of  the  honest  reader. 
It  is  so  refreshing  to  receive  a  business  letter  that  manifestly 
has  no  reserves,  no  equivocations,  no  subtle  hiatuses,  no  double 
enlendres,  no  phrases  that  may  mean  two  or  three  things,  no 
manifest  evasions,  but  which  goes  straight  to  the  point  as  the 
arrow  to  the  target.  There  are  such,  and  they  are  those  that 
influence  business  quicker  and  more  consequentially.  It  is  so 
much  the  better  policy  to  write  honest  letters.  Even  poor  goods 
are  the  easier  sold  if  the  truth  is  unflinchingly  told  about  them, 
and  the  price  made  to  fit  the  degree  of  poorness.  The  deceptive 
letter  returns  to  the  writer,  bringing  toll.  In  the  long  nm 
the  percentage  of  profit  in  business  is  higher  for  the  honest 
man  than  for  the  "skin,"  and  in  the  long  run  the  man  who  writes 
honest  letters  gets  more  for  his  pains  than  the  man  who  tries 
to  cloak  his  evil  designs  with  plausibly  false  letters. 

But  we  come  back,  do  we  not?  after  any  survey  of  the  ele- 
ments of  good  business  letter  writing,  so  far  as  style  is  concerned, 
to  the  core  of  the  problem:  "The  idea  can  only  exist  in  words, 
and  it  can  only  exist  in  one  form  of  words."  And  we  come 
also  to  the  core  of  the  problem  when  we  conclude  that  as  is  the 
man  who  writes  the  letter  so  is  the  letter.  Therefore  we  must 
urge  that  the  man  who  writes  the  letter  look  carefully  within 
himself  for  the  power  he  wishes  to  get  into  his  business  letters, 

k35h 


LETTERS  THAT  MAKE  GOOD 

and  always  remember  that  he  is  writing  to  men  with  blood  in 
their  veins,  and  sensibilities  as  acute  and  finely  attuned  as  his 
own.  Noblesse  oblige.  The  business  letter  should  be  a  part  of 
the  business  man,  and  fitted  to  become  a  part  of  the  business 
man  to  whom  it  is  addressed.  The  chief  thing  to  remember 
is  that  in  writing  one  is  communicating  with  a  man,  and  that 
the  message  will  be  effective  or  ineffective  pretty  much  in  the 
proportion  of  the  humanity  that  is  put  into  it. 


[36] 


260-261  BROADWAY 
NEW  YORK 


Vice-President,  The  Business  Bourse  (Selling 
and  Advertising  Reporting  Service.  New  York) ; 
President .  The  Round  Table ,  New  York ; 
Chairman  of  Funds,  Vigilance  Committee  of 
the  Advertising  Men's  League.  New  York; 
Formerly  Managing  Editor,  Printers'  Ink,  New 
York. 


THE     OPENING 

By  J.  GEORGE  FREDERICK 

"Fools  rush  in  where  angels  fear  to  tread."  That  is  why  Mr.  Frederick 
believes  in  headwork  before  action.  Time  was  when  the  ability  to  "sling  smart 
sayings"  was  considered  a  winning  qualification  in  the  opening  of  a  letter. 
The  "Game  of  Talk"  was  quite  the  thing.  Read  what  a  man  who  knows  has 
to  say — a  man  whose  fingers  are  on  the  pulse  of  the  business  world,  and  who 
recognizes  what  efficiency  of  ideas  really  means  to  the  business  man.  Be  shows 
just  how  unscientific  the  so-called  "scientific  approach"  usually  is.  Securing 
attention  in  a  letter  is  not  something  to  be  accomplished  through  subtlety,  foxiness, 
or  "hypnotics."  In  Mr.  Frederick's  article  the  once  prevailing  ideas  of  what 
was  a  good  opening  paragraph  are  held  up  to  ridicule  in  a  manner  that  makes 
his  facts  stand  out  by  contrast  with  great  force.  Mr.  Frederick  makes  it  easy 
to  see  what  an  effective  opening  really  is — and  why. — Note  by  The  Editors. 

THE  opening  sentence  of  a  form  letter  is  the  letter. 
If  these  words  do  not  say  anything,  there  is  no  con- 
ception of  philanthropy  that  could  reasonably  urge  any 
man  to  read  more.     In  the  course  of  eight  or  ten  years  I  have 
seen  a  very  curious  and  significant  evolution  of  the  form  letter, 
and  it  all  swung,  as  on  a  pivot,  upon  the  opening  of  the  letter. 

Who  doesn't  remember  the  hurrah  days  of  form  letters, 
when  as  preparation  for  writing  an  important  form  letter  we 
horsewhipped  our  Pegasus,  fed  ourselves  ginger  until  we  reeked 
and  got  dizzy  with  verbal  intoxication  as  we  penned  an  opening 
paragraph  calculated  to  put  the  equivalent  of  fifteen  volts  into 
the  reader? 

We  singed  his  eyebrows  with  a  "starter"  like  this: 

"You're  losing  a  big  wad  of  money  every  day!    Stop  it!" 

Or  rapped  his  knuckles  after  this  fashion: 

"Forget  everything  you  ever  knew  about  engines,  and  let 
us  show  you  something." 

Then  we  went  on  careering  like  a  Kentucky  Colonel,  well 

[39] 


LETTERS  THAT  MAKE  GOOD 

heeled  with  corn  juice,  at  a  Democratic  banquet.  We  glowed 
with  satisfaction  as  we  wound  up  with  a  hurry-up  slap  on  the 
cheek,  and  considered  that  the  victory  of  Gettysburg  was  a 
cock-fight  compared  to  the  magnificent  and  masterly  manner 
in  which  we  had  swept  into  tamed  captivity  by  scores  and  hun- 
dreds our  natural  prey  and  enemy,  the  reader. 

But  the  gaff  has  dulled  wofully  in  recent  years.  It  not 
only  fails  to  get  into  a  man's  vest,  but  incites  derisive  mirth, 
or  silent,  deadly  scorn.  It  has  no  more  edge  than  a  wooden 
spoon — as  a  weapon  it  belongs  in  the  armory  of  ancient  days. 

For  we  have  become  a  businesslike  generation  in  adver- 
tising. The  housewife,  the  farmer,  and  certainly  the  dealer, 
are  businesslike  to  the  Nth  degree.  To  carry  snap  to  them  in 
form  letters  is  a  perfect  parallel  to  carrying  coals  to  Newcastle. 
They  can  each  outsnap  the  snappiest  snapper  who  ever  snapped. 

The  American  housewife  no  longer  runs  joyously  to  the 
gate  to  meet  the  postman,  and  breathlessly  peruses  five-paged, 
single-spaced  form  letters.  Nor  do  farmers.  And  dealers! — 
they  have  grown  gray  in  the  art  of  dodging  bunk. 

All  of  them  are  looking  for  ideas.  They  are  all  far  more 
keen  for  points  affecting  their  interests  than  they  ever  were. 
They  read  more  and  think  more.  And  that  is  why  the  openmg 
of  the  form  letter  to  them  is  important.  They  demand  an  idea, 
or  they  quickly  pass  you  on  to  their  true  friend,  the  waste  bas- 
ket. The  modem  retail  idea  is  quick  sales  and  many  of  them; 
and  speed  is  a  necessary  factor.  In  the  old  days  salesmen  used 
to  loll  around  a  dealer's  store  for  hours,  chinning;  but  to-day 
both  are  too  busy. 

The  form  letter  has  got  to  keep  pace;  and  the  opening  sen- 
tence of  the  letter  is  the  cue  to  the  whole  performance.  The 
rest  of  the  letter  should  simply  be  concentrated,  specialized 
backing  up  of  the  idea  in  the  opening  sentence. 

Suppose  you  are  tr>dng  to  sell  an  adjustable  office  chair 

[40] 


THE  OPENING 

to  a  business  man.  The  general  "pull"  in  your  proposition 
is  more  comfort  at  his  daily  work.  But  so  many  hundreds  of 
advertising  men  can't  see  two  vital  things:  (1)  that  the  argu- 
ment "comfort  at  your  daily  work"  is  not  an  idea,  but  a  gener- 
ality with  no  "hook"  to  it.  (2)  that  the  reader  looks  for  not  only 
a  definite  idea  with  a  hook,  but  an  idea  applicable  to  his  side 
of  the  fence. 

Six  out  of  ten  of  even  good  advertising  men  will  start  their 
form  letter  somewhat  in  this  fashion: 

"Hundreds  of  office  men  are  buying  this  supremely  com- 
fortable office  chair." 

The  number  of  people  buying  this  chair  is  primarily  an 
idea  from  the  manufacturer's,  not  the  reader's  side  of  the  fence, 
and  the  talk  about  comfort  is  far  below  the  status  of  a  real  idea. 
Suppose  the  opening  were  to  read: 

"You  can  increase  your  daily  business  efficiency  by  at  least 
twenty-five  per  cent  by  using  an  office  chair  that  rests  the  small  oj 
your  back." 

This,  and  more  of  it,  is  mathematically,  psychologically, 
and  common-sensely  bound  to  land  on  the  bull's  eye,  because 
it  is  the  bull's  eye  of  the  whole  matter.  There  is  an  unescapable 
hook  in  that  sentence,  because  it  carries  an  idea — an  idea  from 
the  reader's  side  of  the  fence. 

And  see  what  you've  done  by  starting  your  letter  in  that 
way:  You  have,  at  the  first  stroke,  put  your  reader  on  the 
alert  for  more;  because  there  isn't  a  business  man  in  America 
who  will  not  be  interested  to  some  degree  by  that  opening.  Not 
because  there  is  any  magic  advertising  genius  in  the  writing  of 
the  line,  but  because  the  ideas  in  it  chain  the  reader  to  your 
wheels  by  sheer  necessity.  And  there  is  the  innermost  psychol- 
ogy of  the  form  letter — the  work  lies  not  in  words  or  writing, 
but  in  marshaling  ideas  in  their  best  order  and  combination 
before  ever  putting  pen  to  paper. 

[411 


LETTERS  THAT  MAKE  GOOD 

The  opening  sentence  is  doubly  important  in  a  letter  be- 
cause it  is  the  only  "headline"  it  has.  Printed  advertisements 
have  display  headlines;  form  letters  have  no  display  except  that 
which  is  in  that  first  sentence. 

Motto:  Unless  you  have  an  idea  for  a  strong  opening  sen- 
tence, don't  write  a  form  letter. 


[42] 


Advertising  Men's  League 
of  New  York  City,  Inc. 

OFFICERS 
WM.  H.  INGERSOLL,  Prcsidc.l         315  4th  Ave. 
O  H.  Blackman.  Vkc-Pris.       10  East  33d  St. 
:\'  F.  N  ACLE.  Jr.  Secretary        46  West  24th  St. 
Mason  Brittos,  Treasurer  503  Pearl  St. 


Sales  and  Advertising  Manager.  Robt.  H. 
Ingersoll  &  Bro..  Watch  Manufacturers.  New 
York  President.  Advertising  Mens  League. 
Sew  York;  Chairman.  Educational  Committee 
.tsociatioA  of  National  Advertismg  N^^gf^j 
Member.  Educational  Committee.  Associatea 
Advertising  Clubs  of  America. 


THE     BODY 

By  WM.  H.  INGERSOLL 

When  we  see  a  man  whose  frame  is  well  "clothed"  with  good  firm  flesh  we 
say  he  is  a  man  of  "body" — "substance."  This  is  the  thing  most  needed  be- 
tween the  introduction  and  the  conclusion  of  a  letter — and  it  is  just  this  body 
which  Mr.  Ingersoll's  article  has — the  very  thing  which  he  tells  us  in  so  master- 
ful a  manner  how  to  build  into  the  structure  of  a  business  letter.  Mr.  Ingersoll 
is  serious  in  urging  far-and-wide  search  for  truths — truths  that  have  "body"  to 
them.  The  Editors  know  of  no  man  better  qualified  by  temperament,  training, 
and  practical  habits  to  deal  with  this  hard-work  subject.  This  monograph  is 
"meaty."  You  mil  not  exhaust  its  suggestions  in  one  reading — or  in  several. 
You  can  return  to  it  again  and  again  with  advantage. — Note  by  The  Editors. 

TO  convince  and  persuade  is  the  function  of  the  body  of  a 
letter.     It  must  do  the  hard  work. 

The  opening  is  largely  a  matter  of  strateg}-^  for  the 
purpose  of  getting  favorable  attention; — strategy  demanding  a 
knowledge  of  human  nature  to  be  sure,  but  strategy  neverthe- 
less. The  closing,  likewise,  is  characterized  by  right  tactics  in 
clinching  what  has  gone  before.  But  the  heavy  duty  of  the 
communication  falls  upon  its  body. 

It  is  here  chiefly  that  we  give  effect  to  the  plan  which  has 
been  decided  upon,  the  analysis  made,  the  data  gathered,  the 
message  to  be  conveyed,  the  aim,  and  the  other  features  of 
preparation  treated  in  the  preceding  chapters.  All  of  the 
principles  heretofore  discussed  are  most  heavily  drawn  upon  in 
writing  the  body  of  the  letter. 

Here  we  must  perform  the  arts  of  holding  our  correspond- 
ent's interest  and  gaining  his  confidence  while  placing  our  facts 
and  message  before  him,  convincing  and  persuading  him  to  do 
whatever  it  may  be  the  purpose  of  our  letter  to  accompUsh. 

For  letter  writing,  especially  business  letter  writing,  has 
a  more  concrete  aim  than  general  writing.     It  seeks  to  get  the 

[45] 


LETTERS  THAT  MAKE  GOOD 

reader  to  do  something,  to  act,  rather  than  merely  to  inform, 
instruct,  or  entertain  him. 

The  action  sought  may  be  the  ordering  of  goods,  the  settle- 
ment of  an  account,  the  performance  of  a  service  or  favor,  the 
release  of  a  condition,  or  anything  that  one  business  man  may 
want  of  another. 

In  any  case,  the  task  is  the  same.  The  letter  must  get  the 
correspondent  to  passively  agree  and  then  to  desire,  decide,  and 
act.  The  body  of  the  letter  gets  this  passive  agreement;  it 
smooths  out  the  obstacles;  gives  the  reasons,  proves  its  points, 
and  induces  that  state  of  mind  where  just  the  right  word  in  the 
closing  clinches  the  whole  issue  and  secures  favorable  decision 
and  action. 

*"  The  steps  to  this  agreement  are  conviction  and  persuasion. 
They  are  what  make  men  do  things.  They  get  the  response. 
There  are  some  definite  methods  of  value  in  inducing  these  mental 
states  which  it  will  pay  us  to  note  in  this  chapter. 

But  now  let  us  suppose  we  are  writing  a  letter.  Our  open- 
ing has  been  made  in  a  way  that  cannot  fail  to  command  atten- 
tion. Then  what  are  the  processes  to  be  followed  to  make  the 
body  effective?  We  have  stated  and  restated  what  the  body 
must  do;  how  it  shall  do  it  is  the  question  next  in  order. 

With  reference  to  the  foregoing  chapters  we  need  not  more 
than  mention  here  as  a  matter  of  course  that  we  will  refer  to  the 
plan  and  basic  analysis  which  has  already  been  outlined,  and 
will  make  use  of  every  item  in  all  our  work  of  preparation  which 
can  be  turned  to  advantage  in  writing  the  body. 

Especially  will  we  keep  in  mind  the  purpose  of  our  letter 
and  the  keynote  determined  upon  when  we  made  our  plan.  The 
style  to  be  followed  will  similarly  be  held  before  us. 

At  the  outset  we  recognize  some  essentials  which  charac- 
terize all  good  writing.  Unity  is  one  great  principle  underlying 
perfection  in  every  individual  thing.     Unity  means  one-ness, 


THE  BODY 

completeness,  and  as  applied  to  letter  writing  particularly  it 
means  coherence,  agreement  of  parts,  absence  of  purposeless 
repetition,  "hang-togetherness."  It  suggests  the  importance 
of  fixing  upon  the  central  thought  which  is  to  dominate  the  com- 
munication. This  central  thought  is  the  kernel  around  which 
the  whole  letter  is  written.  It  is  the  essence  which  is  to  flavor 
the  compound.  This  thought  can  be  expressed  in  a  single  sen- 
tence, when  once  it  is  understood,  yet  to  be  fuUy  comprehended 
in  its  various  relationships  affecting  the  purpose  of  our  letter, 
it  needs  amplification  and  elaboration.  And  the  entire  letter 
is  merely  this  necessary  ampUfication.  When  finished  it  leaves 
but  the  one  vibrant  thought,  without  confusion  or  mixture  of 
ideas. 

"■  Thus  does  unity  conserve  that  singleness  of  impression, 
that  vividness,  that  unwavering  decisiveness  which  eliminates 
alternatives  and  in  the  very  nature  of  things  leads  to  the  one 
course  of  action  which  it  is  our  object  to  secure.  We  will  strive, 
therefore,  to  have  the  body  of  our  letter  a  imit  and  unified  with 
the  opening. 

Balance  is  another  principle  to  be  observed.  All  things 
need  balance  to  be  comprehensible,  convincing,  and  pleasing. 
Balance  means  keeping  the  parts  in  their  relative  place  and 
importance.  In  letters  it  also  means  that  substantial  evenness 
of  impression  permitting  continuity  of  thought.  An  unbalanced 
man  cannot  command  confidence  because  certain  of  his  facul- 
ties are  overdeveloped  at  the  expense  of  others.  So  it  is  with 
letters.  We  have  been  careful  in  planning  our  letter  to  analyze 
our  points  and  arrange  them  in  logical  sequence.  In  writing 
the  body  we  must  continue  this  care,  in  order  that  none  of  the 
points  shall  be  so  overfeatured  as  to  interrupt  continuous  thought 
or  overshadow  or  obscure  our  main  theme,  thereby  causing  our 
case  to  rest  and  be  judged,  not  upon  its  principal  appeal  but 
upon  a  secondary  one. 


LETTERS  THAT  MAKE  GOOD 

The  principle  of  emphasis  is  another  to  be  employed.  Em- 
phasis lays  stress  on  particular  points  to  be  noted  and  re- 
membered. It  is  opposed  to  balance  in  principle  yet  must 
be  subservient  to  balance.  It  is  the  moderate  disturbance  of 
balance  for  the  purpose  of  avoiding  monotony  and  giving  fresh 
stimulus  to  the  reader  as  well  as  to  make  certain  supporting 
ideas  stand  out  in  furtherance  of  the  central  thought.  Carried 
to  extreme,  however,  emphasis  breaks  rather  than  stimulates 
the  chain  of  thought,  gives  prominence  to  more  ideas  than  the 
mind  can  clearly  comprehend,  dividing  and  weakening  the  final 
impression,  and  gives  the  subordinate  precedence  over  the  prin- 
cipal appeal. 

Absolute  balance  would  lull  the  mind  to  inactivity.  Em- 
phasis jars  it  back  to  take  fresh  hold  at  important  junctures. 
There  are  a  number  of  methods  of  emphasizing:  The  position 
in  the  letter,  the  paragraph  or  the  sentence  partially  determines 
the  emphasis  given  to  a  point.  The  begiiming  and  end  are  the 
most  prominent  positions.  A  departure  from  the  ordinary 
grammatical  construction  or  arrangement  of  words,  the  choice 
of  unusual  words,  increased  or  diminished  vigor  of  expression, 
the  use  of  capitals,  italics,  underscoring;  in  short,  any  form  of 
contrast  insures  emphasis. 

But  to  be  effective  emphasis  must  always  be  kept  within 
the  limitations  imposed  by  the  more  important  principles,  unity 
and  balance,  so  we  will  follow  our  analysis  and  see  that  our  main 
thought  is  never  out-shone  by  any  of  its  dependent  thoughts. 

Unity,  balance,  emphasis,  harmony,  motion,  and  color  are 
universal  principles  common  to  all  modes  of  expression.  The 
writer  as  freely  as  the  artist  or  musical  composer  has  recourse  to 
each  in  interpreting  his  thought.  High  color  is  not  less  known 
in  writing  than  in  painting.  Harmony  in  written  expression 
is  as  potent  as  in  art  or  music.  The  motion  of  the  march  has 
its  counterpart  in  the  picture  full  of  action  or  the  energetic  letter. 

[48] 


THE  BODY 

Space  permits  no  fuller  reference  to  these  powerful  and  flexible 
forces  with  which  nature  has  provided  us  to  reach  the  under- 
standing of  those  whom  we  wish  to  influence.  But  their  im- 
portance is  apparent  because  they  are  all  of  the  qualities  needed 
to  arouse  any  shade  of  thought  or  feeling  of  which  human  beings 
are  capable.  And  since  the  body  is  all  of  the  letter  save  the 
opening  and  closing,  since  it  is  the  lengthiest  portion  and  most 
varied  in  appeal,  it  is  the  place  where  these  principles  are  chiefly 
called  into  play. 

But  the  foregoing  are  merely  characteristics  of  good  pro- 
ductions— not  the  productions  themselves.  They  are  the 
essential  quahties  which  make  the  productions  expressive,  under- 
standable and  convincing. 

The  thought  which  these  qualities  should  characterize  is 
the  real  substance  of  the  letter,  however.  To  accomplish  its 
purpose  of  convincing  and  persuading,  the  body  of  our  letter 
must  be  fashioned  over  the  mold  of  the  mind  of  man. 

We  know  what  it  is  that  interests  people.  We  know  what 
moves  them  to  do  things.  We  will,  therefore,  adapt  ourselves 
to  the  structure  of  human  nature  in  forming  our  communication. 

We  wUl  commence  the  body  of  the  letter  from  our  corre- 
spondent's point  of  view.  He  wiU  be  interested  in  doing  what 
we  desire  only  in  the  degree  that  he  is  impressed  that  it  concerns 
him  and  coincides  with  his  interests.  Gradually  we  wUl  lead 
him  around  until  at  the  end  he  is  ready  to  accept  our  viewpoint 
and  do  the  thing  that  we  recommend  for  his  own  advantage — 
immediate  or  remote. 

Throughout  we  must  maintain  his  confidence.  A  motive, 
wholesome  and  sound,  must  be  breathed  into  all  we  write.  Only 
reasonable,  beUeveable,  statements  or  claims  will  be  made. 
Thus  we  will  inspire  trust  both  in  our  intent  and  judgment. 

There  are  two  sides  of  human  nature  with  which  the  body  of 
our  letter  deals:  One  is  reason,  the  other  the  feelings  or  emotions. 

[49] 


LETTERS  THAT  MAKE  GOOD 

To  get  people  to  do  things,  we  first  convince  them  or  get 
the  assent  of  their  reason;  then  we  persuade  or  prompt  their 
feelings  to  induce  action. 

Conviction  is  mostly  a  matter  of  reason,  and  it  is  evidence 
that  satisfies  the  reason  and  convinces  most  quickly  and  surely. 
Consequently,  in  the  early  part  of  the  body,  having  interested 
the  reader  from  his  own  viewpoint,  we  will  describe  what  we 
have  to  propose  and  then,  by  referring  to  our  prepared  data,  we 
will  marshal  our  facts  in  telling  form. 

The  most  convincing  evidence  is  that  which  includes  enough 
supporting  detail  to  make  it  real  and  vivid.  In  all  great  legal 
cases  it  is  the  numerous  confirming  details  woven  together  into 
circumstantial  proof  which  provide  the  foundation  on  which 
verdicts  are  secured.  Figures,  tests,  and  the  testimony  of  others, 
furnish  very  convincing  evidence.  And  so,  having  arrayed  our 
evidence  to  permit  of  only  one  conclusion,  we  have  the  assent 
of  our  correspondent's  reason,  and  it  is  left  for  the  body  of  the 
letter  only  to  stimulate  the  desire  which  must  precede  action. 

But  what  an  important  point  we  have  reached! 

We  all  like  to  think  of  ourselves  as  reasonable  beings.  We 
pride  ourselves  that  the  intellect  holds  sway.  But  the  fact  is 
that  we  are  prone  to  do  what  we  want  to  do  rather  than  what 
is  reasonable  or  prudent.  To  be  sure,  the  intellect  must  be 
satisfied  or  allayed  or  it  steps  in  to  object  to  action,  but  never- 
theless it  is  even  more  true  that  we  are  only  too  anxious  to  find 
reasons  for  doing  what  we  want  to  do.  And  when  reason  has 
been  subdued,  if  desire  is  strong,  action  is  sure  to  result  if  con- 
ditions permit. 

Desire  is  a  matter  of  feeling.  It  belongs  to  the  emotions. 
It  responds  to  persuasion. 

Nearly  all  that  we  do  is  decided  in  anticipation  of  sensations 
we  seek.  The  need  of  warmth  and  covering  dictates  the  pur- 
chase of  clothing,  but  the  suit  we  select  is  the  one  that  we  believe 

[50] 


THE  BODY 

will  most  fully  satisfy  the  pleasurable  sensations  that  a  well- 
fitting,  stylish,  becoming  suit  may  give  us.  The  feelings  of 
satisfaction  which  a  good  appearance  before  others  gratifies  is 
more  controlling  in  the  choice  of  our  clothing  than  its  warmth 
or  durabihty,  yet  the  efi&cient  salesman  will  not  overlook  these 
latter  appeals  to  our  reason  in  paving  the  way  to  his  final  appeal 
to  our  feelings  of  pride,  beauty,  and  self-respect. 

Therefore,  in  concluding  the  body  of  the  letter  we  will  strive 
to  touch  the  imagination  and  stir  the  emotions  of  our  corre- 
spondent. Since  nature  has  ordained  that  men  are  moved  more 
by  feeling  than  reason,  we  will  picture  the  satisfying  sensations 
which  the  acceptance  of  our  proposals,  the  possession  of  our 
goods,  or  the  doing  of  our  service,  will  give. 

What  are  these  feelings  and  instincts  over  which  our  thoughts 
may  play  as  the  fingers  over  the  strings  of  a  harp? 

Curiosity,  gratitude,  pride,  pleasure,  benevolence,  sym- 
pathy, the  sense  of  the  beautiful,  comfort,  convenience,  the 
social  instinct,  the  parental  instinct,  fortitude,  enthusiasm, 
recreation,  acquisition,  faith,  courage.  These  are  some  of  the 
appeals  which  set  the  human  instrument  in  vibration.  Every 
business  proposition  can  be  attuned  to  certain  of  the  human 
instincts. 

Life  insurance  touches  a  man's  affection  and  solicitude  for 
his  family.  Jewelry  appeals  to  one's  sense  of  beauty,  love  of 
adornment,  joy  in  following  popular  customs,  and  delight  in 
displaying  one's  prosperity  and  artistic  taste. 

Jewelry  would  be  but  unsought  metal  and  stone  save  for 
the  allurement  thrown  round  it  by  these  divinely  implanted 
human  instincts,  the  very  same  which  in  other  directions  make 
for  sturdier  virtues  like  self-respect,  courtesy,  confidence,  and 
desire  for  good  reputation.  Machinery  itself  makes  its  strongest 
appeal  to  the  mechanic's  innate  love  of  workmanlike  construc- 
tion, accurate  operation,  and  efficient  production. 

[51] 


LETTERS  THAT  MAKE  GOOD 

Consequently  while  we  employ  the  weight  of  logic  in  gain- 
ing the  support  of  his  reason  we  end  the  body  of  our  letter  with 
an  appeal  to  our  correspondent's  human  side,  certain  that  it 
leaves  him  in  that  emotional  state  of  mind  which  the  climax 
in  our  closing  will  crystalize  into  an  emphatic  "I  will." 


[521 


CLEVELAND 


Advertising  Manager,  The  American  Multi- 
graph  Sales  Company,  Cleveland;  Director, 
and  Chairman  of  the  Committee  on  Circu- 
lation and  Rates.  Association  of  >s'ational 
Advertising  Managers;  Director,  Cleveland 
Advertising  Club. 


THE     CLOSING 

By  TIM  THRIFT 

Whatever  is  worth  doing  at  all  is  worth  doing  way  through  to  the  finish. 
Mr.  Thrift  tells  in  a  plain-to-be-seen  way  how  to  bring  a  business  letter  to  a 
close  in  a  way  that  will  get  the  reader  to  act — act  in  the  way  that  you  want  him 
to  act.  Unless  you  accomplish  this  all  that  has  gone  before  avails  nothing. 
Mr.  Thrift  has  made  some  striking  comparisons  to  show  how  to  force  action. 
He  has  suggested  some  ways  of  getting  new  angles  on  your  own  proposition — 
new  arguments  and  ways  of  ''closing  the  deal"  that  perhaps  you  have  not  thought 
of — some  methods  that  seem  worth  trying  out.  His  article  is  a  "closer"  from 
start  to  finish. — Note  by  The  Editors. 

ALL  parts  of  a  form  letter  are  important,  but  perhaps  none 
more  so  than  the  close,  for  what  does  it  profit  a  man 
if  he  has  successfully  introduced  himself  and  stated 
his  proposition  well,  if  he  cannot  close  in  a  manner  that  will 
leave  a  good  taste  in  the  mouth  or  get  the  action  desired! 

You  are  all  acquainted  with  those  salesmen — and  their 
name  is  legion! — who  can  carry  a  deal  through  to  an  almost 
successful  conclusion.  They  understand  "approach,"  how  to 
get  to  the  prospect  and  start  off  with  a  good  impression.  They 
can  present  their  goods  most  persuasively.  They  have  confi- 
dence in  what  they  have  to  sell  and  can  instiU  that  confidence 
into  others.  But  when  it  comes  to  the  fatal  moment,  when  the 
name  is  to  go  on  the  order,  they  fall  down.  They  simply  aren't 
there. 

It  is  the  same  with  many  form  letters.  They  carry  you 
through  all  the  stages  of  attention,  interest,  desire,  and  resolu- 
tion to  act,  but  they  fail  to  impress  you  at  their  close  of  the 
necessity  for  definite  action.  They  do  not  teU  you  what  to  do 
and  then  concentrate  on  getting  you  to  do  it. 

So,  while  it  is  of  the  utmost  importance  that  all  which  goes 
before  shall  be  right,  it  is  even  more  essential  that  your  con- 

[551 


LETTERS  THAT  MAKE  GOOD 

elusion  shall  be  right  as  well,  or  the  letter  might  better  never 
have  been  written  and  sent  out. 

Bear  in  mind  that  when  you  have  arrived  at  the  close  of 
your  letter  you  should  be  ready  to  quit.  In  other  words,  let 
the  close  be  sharp,  concise  and  to  the  point.  If  you  want  the 
reader  to  do  something,  tell  him  very  clearly  what  he  is  to  do 
and  then  persuade  him  to  do  it,  not  by  stringing  out  the  letter 
\vith  arguments  why  he  should  do  it,  but  by  impressing  upon 
him  sharply  the  direct  command  for  action. 

Too  many  letters,  when  they  have  reached  the  closing 
point,  begin  aU  over  again  and  re-hash  all  that  has  gone  before. 
There  are  times  when  this  may  be  done  to  advantage,  but  these 
are  so  rare  as  to  be  the  exception  and  not  the  rule. 

The  following  illustrates  a  rehash  of  the  body  of  the  letter, 
and  is,  in  reaUty,  an  extension  of  the  body  into  the  close.  This 
cannot  be  said  to  be  a  close,  in  the  general  acceptance  of  the 
term: 

"This  is  just  the  time  that  a  selling  effort  in  this 
field  wUl  pay.  1911  will  be  a  record  year  in  the  Blank 
Industry,  and  all  of  the  25,000  manufacturers  of  Blank 
Products  are  making  their  plans  accordingly.  There 
is  great  activity  now  in  the  enlarging  and  bettering  of 
plants,  and  a  good  market  for  you.  A  large  number  of 
Blank  manufacturing  plants  will  be  constructed  during 
the  next  six  months.  This  big  number  is  issued  Jan- 
uary 1st,  and  copy  should  reach  us  before  Christmas." 

Note  that  these  are  all  general  statements.  Even  if  the 
reader  is  interested  in  the  information  conveyed,  what  action 
he  is  to  take  is  left  to  his  own  inference.  Leave  nothing  to  him, 
where  it  is  possible  to  suggest  some  definite  thing  he  is  to  do. 

The  letter  from  which  this  close  was  taken  was  sent  out 
early  in  December.  The  time  was  short  for  copy  to  get  in  for 
the  issue  it  was  intended  to  promote.  How  much  better,  then, 
this  close  would  have  been: 

[56] 


THE  CLOSING 

"You  have  just  two  weeks  to  take  advantage  of 
this  opportunity   to  get    your  products  before  a  live 
market.     And  the  Umit  of  that  time  doesn't  guarantee 
'position'  in  our  special    number.      Mail   your    order 
to-day — no  matter  what  space.     Copy  can  foUow,'  but 
space  will  be  reserved  then.     This  is  too  important  to 
neglect.     Act  at  once.     Use  the  enclosed  order  form." 
Here  the  time  element  is  impressed  upon  the  reader's  mind. 
He  is  made  to  appreciate  that  this  is  something  which  cannot 
wait.     He  must  take  action  immediately,  if  he  is  to  get  in  on 
a  good  thing. 

If  possible  the  close  of  a  form  letter  should  be  presented 
in  one  paragraph.  Sometimes  two  are  effective,  and  even  three, 
the  second  and  third  consisting  of  short,  pithy  sentences.  But 
it  is  best  to  adhere  to  a  single  paragraph  close  where  this  can 
be  made  to  carry  the  message. 

The  principle  is  the  same  as  that  of  an  interview.  When 
your  proposition  has  been  presented  very  thoroughly,  there  is 
danger  of  talking  the  prospect  out  of  a  buying  frame  of  mind 
if  you  linger  with  him  too  long.  What  is  said  after  the  sales- 
man has  risen  to  his  feet  and  taken  his  hat  very  often  ruins  all 
that  has  gone  before. 

A  long  drawn-out  sermon  or  lecture  is  a  like  example.  You 
may  have  been  interested  up  to  a  certain  point,  but  past  that 
point  the  discourse  grows  wearisome,  because  your  own  mind 
has  reached  with  the  speaker  the  climax  he  sought  and  you 
protest  against  going  to  others.  You  mentally  exclaim,  "What 
a  fine  place  to  stop." 

By  the  time  you  have  reached  the  close  of  your  letter  you 
should  be  in  a  position  to  explain  the  final  details  quickly  and 
there  should  be  no  necessity  for  drawing  them  out.  If  there  is, 
you  have  failed  to  convey  in  the  body  those  important  facts 
which  are  essential  to  correct  understanding. 

Above  all,  avoid  being  flippant.     Do  not  create  the  impres- 

[57] 


LETTERS  THAT  MAKE  GOOD 

sion  that  you  are  now  through  with  the  "bread-and-butter" 
stuff  and  are  reUeved  that  you  can  say  "so-long."  The  pros- 
pect will  sense  the  same  relief  and  with  a  hurried  glance  at  your 
conclusion  toss  the  letter  aside. 

Instead,  impress  the  importance  of  the  closing  admonition. 
Here  is  where  whatever  benefit  he  has  in  store  will  accrue  to  him. 
These  are  words  which  should  be  heeded.  These  are  instructions 
he  should  follow.     Only  by  doing  so  will  he  be  just  to  himself. 

Express  the  selfish  viewpoint,  too,  but  see  that  the  selfish- 
ness is  not  wrongly  placed.  Appreciate  first  that  the  reader 
is  always  interested  in  himself  and  in  his  affairs,  his  profit  and 
what  will  profit  him,  but  rarely,  if  ever,  in  your  concerns.  There- 
fore appeal  to  his  selfishness.  Give  him  to  understand  that 
the  action  he  takes  in  response  to  your  suggestion  or  command 
will  be  advantageous  to  him.     It  is  something  for  his  good. 

Too  often  we  see  the  shoe  on  the  other  foot.  In  other 
words,  the  writer  of  the  letter  impresses  the  reader  with  the 
thought  that  he  (the  writer)  will  materially  gain  through  the 
action  taken,  and  fails  to  point  out  to  him  (the  reader)  where 
he  gets  off. 

An  instance  of  this  is  shown  in  the  following  close: 

"If  not  in  the  market  at  the  present  time,  inform 
us  how  soon  you  wiU  be;  and  remember,  we  want  your 
business." 

Very  kind  in  them  to  want  the  business,  to  be  sure,  but 
what  have  they  done  to  deserve  it?  Here  the  selfishness  is 
wrongly  placed.  The  writer  has  a  profit  in  prospect,  but  the 
reader  is  not  only  called  upon  to  put  himself  out  for  the  benefit 
of  the  other  fellow,  but  he  is  asked  to  take  action  in  a  way  which 
promises  nothing  in  return.  It  is  quite  natural  that  the  concern 
which  sent  out  this  letter  should  want  the  business,  but  let  them 
first  indicate  real  reasons  why  they  should  have  it  and  wherein 
the  reader  wiU  profit  by  giving  it  to  them. 

[58] 


THE  CLOSING 

There  is  no  better  way  to  analyze  the  close  of  form  letters 
than  to  study  those  which  come  across  your  desk.  You  will 
find  the  majority  of  them  redundant  with  stock  phrases  and 
meaningless  terms.  The  author  of  "Do  it  Now"  should  have 
been  pensioned  long  ago  and  his  classic  thrown  into  the  discard. 
When  all  other  closing  admonitions  are  exhausted  we  find  this 
one  brought  forth,  burnished  up  and  presented  with  all  the 
ardor  of  discovery. 

If  you  find  it  a  difficult  task  to  get  a  good  close,  call  in 
one  of  your  best  salesmen  and  put  the  proposition  up  to  him. 
Ask  him  how  he  brings  his  interviews  to  a  close.  The  chances 
are  that  he  will  give  you  some  short,  succinct  phrases  that  will 
be  just  what  you  are  looking  for. 

But  do  not  tell  him  you  want  these  for  a  letter.  My,  no! 
The  great  trouble  with  most  salesmen  when  they  go  on  paper  is 
that  they  get  "write-fright."  You  will  find  this  true  through 
thousands  of  form  letters.  Their  writers  may  be  men  who 
could  sell  coal  in  Newcastle,  but  because  they  must  put  their 
arguments  on  paper  they  grow  fearful  and  concoct  the  most 
amazing  balderdash.  Therefore  do  not  let  your  source  of  in- 
spiration suspect  your  purpose.  Get  his  good  fresh  viewpoint 
and  then  let  yourself  be  the  buffer  between  him  and  the  type- 
written page. 

Finally,  ever  bear  in  mind  that  the  close  of  any  form  letter 
put  out  to  sohcit  business,  should,  first,  last  and  all  the  time 
have  action  in  it.  It  is  the  "clincher,"  the  one  thing  remaining 
to  make  the  letter  a  success.  Unless  it  is  well  done,  unless  it 
is  handled  in  the  right  way,  the  whole  effect  of  the  letter  will 
be  lost.  Look  over  your  letters.  See  if  they  have  the  proper 
persuasive  power  at  their  conclusion  to  get  the  action  you  want. 
If  they  haven't,  this  is  probably  the  reason  why  returns  haven't 
been  greater.     Analyze  and  reconstruct! 


[59] 


THE    MECHANICS    OF    THE    LETTER 

By  GEORGE  FRENCH 

The  first  glance  at  a  caller  usually  gives  you  an  "inkling"  of  whether  or  not 
you  care  to  cultivate  his  acquaintance.  Of  course  you  "size  him  up"  by  his 
dress.  Correctly  clothed,  he  stands  a  good  chance  to  get  a  hearing.  If  he  suc- 
ceeds in  "breaking  through,"  the  first  impression  weighs  big  in  his  favor  in  the 
final  summing-up.  The  "dress"  of  a  business  letter  gives  you  an  "inkling" 
of  what  kind  of  firm  it  comes  from,  and  whether  or  not  you  want  to  do  business 
with  it.  There  are  many  little  details,  and  all  important,  that  must  be 
combined  to  make  up  a  well-dressed  letter.  Mr.  French  is  a  master  of  these 
details.  He  has  the  artist's  eye.  He  tells  how  and  why  correctness  of  mechan- 
ical details — stationery — printing — typing — spacing — color  effects — etc. — do 
make  a  difference  in  the  results  of  a  business  letter. — Note  by  The  Editors. 

IT  is  not  all  to  be  able  to  indite  a  smooth  and  insinuating  letter 
that  shall  put  the  case  in  hand  in  the  most  favorable  light, 

and  do  all  that  written  words  can  do  to  extract  from  the 
recipient  the  action  or  the  decision  the  writer  wishes  to  get. 
That  part  of  the  letter  is  very  important,  but  it  remains  for  the 
mechanics  of  the  letter  to  give  the  vital  text  just  the  right  me- 
dium in  which  it  is  to  go  to  the  reader,  and  just  the  best  dress 
to  captivate  his  eye  when  he  slits  the  envelope  and  begins  the 
battle  with  his  distant  correspondent. 

There  are  some  business  men  who  open  their  own  letters, 
who  take  the  first  one  on  the  morning  pile  and  open  it,  and  then 
the  next  one,  and  so  on  down  to  the  last  one.  There  are  other 
men  who  shuffle  the  pile  through  their  fingers  and  toss  certain 
ones  aside  for  some  future  hour.  This  kind  of  a  man  selects 
those  that  he  knows  have  an  immediate  message  for  htm,  and 
those  the  appearance  of  which  appeals  to  him,  and  deals  first 
with  them.  All  men,  when  they  come  to  read  their  letters, 
are  favorably  impressed  by  those  letters  that  are  attractive  in 
themselves.     Many  a  hardheaded  business  man  may  be  found 

[611 


LETTERS  THAT  MAKE  GOOD 

saving  and  cherishing  a  unique  letterheading,  or  one  that  is 
especially  well  designed  or  printed.  I  once  made  a  letterheading 
that  attracted  constant  attention,  and  as  long  as  I  used  it  brought 
frequent  references  in  correspondence  and  not  a  few  specially 
written  notes.  It  was  nothing  extraordinary  or  unique — just 
a  conventionalized  country  scene  with  a  dusty  road  winding 
through  it,  two  or  three  tile-roofed  cottages,  with  the  text  out- 
lined through  the  narrow  cut,  which  was  printed  in  colors.  But 
it  attracted  pleased  attention,  and  it  helped  to  introduce  me  in 
a  favorable  manner. 

The  letter  should  be  regarded  as  a  very  potent  piece  of 
advertising,  and  it  should  be  given  much  and  constant  care. 
There  is  of  course  no  definite  rule  that  can  be  laid  down  for  the 
making  of  the  letterheads,  as  it  is  a  question  of  personaUty  and 
getting  some  atmosphere  of  the  business  into  them.  But  it 
is  more  a  question  of  having  them  handsome,  attractive,  able 
to  suggest  some  primal  quaUty  of  the  man  and  the  business  by 
their  type  treatment  or  their  design.  I  am  one  who  objects  to 
steel-die  and  copper-etching  work  for  business  letterheads,  as 
being  too  cold  and  too  formal.  They  are  aU  right  for  personal 
stationery  or  for  the  use  of  professional  men,  but  for  the  ordinary 
run  of  business  I  would  never  use  them.  Lithography  and  the 
offset  process  as  much  as  you  like,  if  you  like  those  processes; 
but  type  properly  used  makes  the  best,  the  most  human,  and  the 
handsomest  letterheadings.  But  if  it  is  type,  then  there  must 
be  brains  to  make  the  design  and  decide  upon  the  right  type 
and  the  right  paper  and  the  right  color. 

To  make  a  good  letterhead  is  one  of  the  more  difficult  and 
abstruse  tasks  the  printer  has  put  up  to  him,  even  if  he  does 
usually  not  only  shirk  his  responsibility  and  ignore  his  oppor- 
tunity, but  show  that  he  is  wholly  and  debonairly  unconscious 
of  them.  Yet  it  is  to  type  that  the  real  letterhead  artist  usually 
turns.     Among  a  hundred  notable   letterheads  that  you  may 

[62] 


THE  MECHANICS  OF  THE  LETTER 

select  from  your  correspondence  during  the  next  year,  you  will 
find  that  75  percent  of  them  are  made  with  type.  But  they 
should  be  made  properly,  and  with  the  fear  of  a  cold  reception 
on  the  part  of  the  man  who  gets  the  letter  always  before  the 
eyes  of  the  maker;  designed  to  make  a  piece  of  printing  which, 
when  taken  in  connection  with  the  typed  letter,  will  make  a 
pleasing  picture  upon  the  desk  of  the  recipient,  and  ingratiate 
the  business  motive  of  the  letter  into  the  mind  of  the  man  who 
is  to  read,  in  such  fashion  that  even  before  he  does  read  there 
is  some  semblance  of  warmth  permeating  his  sub-consciousness. 

The  letterheadrng  should  be  quiet  and  dignified,  and  it 
should  have  the  minimum  of  matter  printed  upon  it.  It  is  a  mis- 
take to  load  a  letterheading  with  a  lot  of  detail.  There  should 
be  the  name  of  the  concern,  the  name  of  the  business,  and  as 
little  as  possible  of  other  matter.  It  is  a  moot  question  if  the 
names  of  the  partners,  or  ofiicers  of  the  corporation,  ought  to 
be  printed.  For  my  own  part,  I  find  it  very  useful  sometimes 
to  have  those  names  printed  on  the  sheet,  for  the  reason  that 
the  man  who  signs  the  letter  often  affects  such  an  execrable 
scrawl  that  it  is  impossible  to  decipher  it,  and  I  have  to  search 
the  printed  list  for  it.  But  there  should  not  be  a  lot  of  adver- 
tising detail  about  the  business,  nor  should  there  be  half-tone 
cuts.  The  chief  idea  of  the  letterhead  designer  should  be  to 
make  an  attractive  piece  of  printing,  calculated  to  help  create 
a  favorable  sentiment  for  that  which  may  be  thereon  written. 

Then  the  typewriting.  Here  is  a  chance,  a  demand,  for 
a  great  and  significant  reform.  But  a  small  proportion  of 
business  letters  are  decently  typed,  let  alone  being  attractively 
typed.  Yet  it  is  a  simple  matter,  and  as  easy  as  slutch  work. 
It  is  first  necessary  that  the  importance  of  well-written  letters 
be  recognized.  Then  it  is  a  question  of  how  a  letter  ought  to 
look;  a  question  of  getting  a  typist  who  is  able  to  follow  instruc- 
tions.   Then   you   have   your   handsome   letter.    The   hardest 

[63] 


LETTERS  THAT  MAKE  GOOD 

of  these  is  the  getting  of  typists  who  can  be  made  to  follow  in- 
structions, after  getting  a  correspondent  who  recognizes  the 
value  of  handsome  letters  as  contrasted  with  slouchy  letters. 
It  seems  to  me  that  the  business  schools  and  the  typewriter 
dealers  might  bring  about  a  most  valuable  reform  in  this  line 
if  they  would.  There  is  nothing  very  much  more  discouragingly 
hopeless  than  to  undertake  to  make  a  good  typist  out  of  a  fresh 
graduate  from  a  business  school  where  they  teach  typewriting. 
They  teach  it  in  such  an  ugly  fashion.  The  same  is  true  of 
the  graduates  from  the  training  schools  of  the  typewriter  manu- 
facturers and  dealers.  There  is  surely  a  fortune  awaiting  the 
concern  that  will  train  typists  to  write  handsome  letters. 

In  the  first  place  the  typewritten  portion  of  a  letter  should 
be  placed  upon  the  sheet  in  such  a  manner  that  its  bulk  shall 
form  some  sort  of  a  pleasing  rectangle.  That  is  to  say,  if  the 
letter  is  short,  it  should  be  written  in  short  lines,  double  spaced, 
and  so  placed  as  to  help  make  of  the  finished  sheet  a  composi- 
tion not  too  crude  and  ungainly  as  to  form  and  proportion.  If 
the  letter  is  long,  it  is  better  to  double  space  it  and  use  a  second 
sheet.  A  single-spaced  letter  is  a  risky  experiment.  The  lines 
should  not  be  too  long  to  allow  good  margins — margins  that 
balance  well  with  the  margins  about  the  printed  heading.  Re- 
member that  white  paper  has  as  much  value  on  a  letter  as  on  any 
piece  of  advertising  printing;  and  remember  also  that  to  read 
a  single-spaced  letter  is  a  tedious  task.  I  have  let  that  sort  of 
a  letter  lie  imread  on  my  desk  day  after  day,  dreading  the  job. 
On  an  ordinary  letter  sheet,  8|x  11",  or  8x  lOj",  there  should 
be  a  margin  of  not  less  than  f "  all  around.  It  is  much  better 
to  go  over  to  a  second  page  or  even  a  third  page,  than  to  spoil 
the  looks  of  a  sheet  by  crowding  it. 

The  typewriter  ribbon  should  either  match  the  color  of  the 
printed  heading  or  harmonize  with  it.  It  is  a  good  plan  to  have 
a  color  harmony  that  includes  the  printing,  the  paper  and  the 

[64] 


THE  MECHANICS  OF  THE  LETTER 

typewriting,  such  as  can  be  secured  through  the  use  of  an  azure 
or  azurine  paper,  dark  blue  ink  for  the  printing  and  a  blue  ribbon 
for  the  typewriter.  Have  the  printer  match  the  ribbon.  He 
can  do  that,  while  the  typewriter  dealer  cannot  match  more 
than  one  shade  of  blue  printing  ink.  This  plan  can  be  appUed 
to  other  colors,  of  course,  and  if  white  paper  is  used  the  harmony 
of  color  can  be  secured  just  the  same,  by  having  the  printer  and 
ribbon  co-operate,  as  white  harmonizes  with  any  color.  For- 
get about  the  old-fashioned  purple  ribbons.  Use  a  good  type- 
writer, and  have  it  kept  always  in  good  repair.  If  you  have 
more  than  one,  have  one  fitted  with  elite  type,  to  use  on  per- 
sonal and  "swell"  stationery.  Every  concern  should  have  at 
least  two  grades  of  stationery,  one  of  which  should  be  quite 
"swell,"  having  an  air  of  difference.  It  pays.  Insist  upon 
correct  spelling  and  proper  punctuation.  I  cannot  say  "correct" 
punctuation,  as  there  is  nothing  of  that  sort  in  the  market.  Some 
time  there  may  be  an  authorized  system  for  punctuation,  but 
there  is  none  now.  But  you  can  have  some  sort  of  a  system 
of  your  own  and  insist  that  it  be  followed.  Do  not  permit  eras- 
ures. Do  not  permit  interUning.  Better  have  the  sheet  written 
over.  Insist  that  every  letter  shall  go  out  clean  and  perfect. 
It  can  de  done.  If  it  is  not  done  it  merely  means  that  your 
typist  is  careless  or  lazy — too  lazy  to  perfect  herself.  If  she  is 
careless  or  lazy  it  is  the  fault,  and  the  misfortune  also,  of  her 
employer. 

The  matter  of  paper  for  stationery  is  important.  Do  not 
pay  too  much  attention  to  the  alluring  advertisements  of  bond 
papers.  They  are  all  right — in  their  place;  but  there  are  many 
papers  that  are  more  desirable  for  fine  business  stationery.  A 
good  linen,  a  good  superfine,  or  extra  superfine,  a  good  ledger 
that  is  not  too  stiff,  a  good  wove — there  are  scores  of  finishes 
better  than  bond  for  business  stationery.  But  the  paper  makers 
have  seen  fit  to  push  bonds,  and  many  business  men  think  that 

165] 


LETTERS  THAT  MAKE  GOOD 

a  good  bond  paper  for  their  stationery  is  a  symbol  of  good  taste 
and  good  judgment,  and  perhaps  financial  soundness.  And 
there  is  something  in  that  view. 

But  whatever  the  paper  used  it  should  be  good.  It  does 
not  pay  to  use  cheap  paper  for  any  kind  of  letter  writing.  The 
dollars  saved  in  that  way  are  seed  dollars  which  if  planted  in 
good  stationery  might  result  in  a  crop  of  business  that  would 
make  any  puerile  saving  look  too  small  to  think  about.  An 
up-to-date  business  man  would  never  think  of  taking  a  large 
prospective  customer  to  a  ten-cent  hand-out  restaurant  for 
limch.  Why  should  he  offer  him  cheap  and  poorly  printed 
stationery?  If  I  were  to  advise  business  men  about  their  sta- 
tionery I  would  tell  them  that  they  ought  not  to  pay  less  than 
from  $5  to  $10  per  thousand  for  their  letter  sheets,  or  from  $4 
to  $8  a  thousand  for  their  envelopes.  And  in  the  long  run  the 
man  who  has  the  courage  to  pay  the  maximum  figure  gets  his 
stationery  at  the  smallest  cost,  reckoned  as  an  overhead  and 
giving  it  credit  as  a  business  getter. 

The  great  trouble  with  business  stationery  is  that  business 
men  do  not  think  about  it  much,  or  in  the  right  way.  It  is 
worthy  of  as  much  study  as  any  other  element  of  salesmanship. 


[66] 


PART  II 
SPECIMENS  AND  EXAMPLES 


American  Husiness  Book  Company 

I-UBLISHERS  OF 

BOOKS  FOR  BUSINESS  MEN 

Kcany  Square  Building 
Boston.  Massachusetts.  U.  S.  A. 


Author  of  "Letters  That  Collect."  and  "An- 
alytical Letter  Writing";  Editor.  "Letters  That 
Make  Good";  Sales  and  Advertising  Manager. 
American  Business  Book  Company. 


"THE  BEST  LETTER  I  EVER  USED 
AND  WHY" 

Edited  by  JONATHAN  JOHN  BUZZELL 

For  convenience  in  referring  to  the  notes  and  comments  on  letters  contained 
in  Part  II  of  this  book  the  following  method  is  used:  In  the  text  the  letters  are 
referred  to  by  page  numbers.  The  comments  on  any  particular  letter  may 
readily  be  found  by  noting  the  section  number  on  the  inside  edge  of  the  page 
opposite  the  folio  on  the  bottom  margin  and  then  turning  to  the  section  indi- 
cated in  the  "Notes  and  Comments."  In  cases  where  series  of  letters  appear, 
the  comments  on  all  the  letters  will  be  found  under  one  section. 

A  GREAT  deal  has  been  said  and  written  about  letter  writ- 
ing as  a  lost  art.  To  one  who  has  studied  the  history 
and  followed  the  growth  of  this  now  almost  universal 
practice  of  promoting  business  by  letters  it  is  perfectly  clear 
that  whatever  changes  have  come  about  have  been  in  the  nature 
of  gradual  development  toward  a  more  perfect  art  and  a  more 
tangible  basis  upon  which  that  art  is  founded.  Some  claim 
letter  writing  to  be  a  science,  but  that  is  true  only  so  far  as  all 
art  is  based  upon  certain  scientific  principles.  A  letter  con- 
structed upon  principles  laid  down  in  any  set  of  rules,  without 
the  subtle  infusion  of  art  in  the  form  of  individuality  or  person- 
ality, would  be  utterly  hopeless  so  far  as  its  effect  on  the  human 
emotions  is  concerned.  It  would  be  as  frigid  and  uncongenial 
as  a  mechanical  man.  The  more  personality  injected  into  a 
letter  the  better.  In  that  personality  lies  the  strength  of  the 
appeal.  And  just  as  any  writer  develops  a  strong  individual 
style  by  a  study  of  the  different  styles  of  all  the  great  writers, 
so  by  close  study  of  the  styles  embodied  in  these  successful  busi- 
ness letters,  the  letter  writer  may  develop  a  strong  and  telling 
individuality  in  his  own  letters  that  will  go  far  toward  achieving 
the  maximum  pulling  power. 

[71] 


LETTERS  THAT  MAKE  GOOD 

It  is  the  purpose  of  this  chapter,  not  to  lay  down  a  code 
by  which  letters  may  be  written  mechanically,  but  to  furnish 
to  the  earnest  student  of  salesmanship  by  correspondence  a  large 
number  of  successful  business-getting  letters  that  have  actually 
been  used  by  business  houses — letters  that  have  accomplished 
the  purpose  for  which  they  were  written,  and  that  have  been 
factors  in  the  building  up  of  solid  business  enterprises. 

After  many  years  of  experience  with  letters  in  a  great  many 
different  Unes  of  business,  during  which  time  a  large  number  of 
letters  and  facts  about  letters  have  been  collected,  the  com- 
pilation of  this  book  was  undertaken.  During  these  years  the 
writer  has  unlearned  many  things.  Hundreds  of  letters  have 
been  followed  to  an  untimely  grave.  Here  and  there  have 
appeared  the  real  gems  that  have  succeeded  in  justifying  them- 
selves. Many  letters  that  "read  well"  failed  to  pull  business. 
This  suggests  that  there  are  a  great  many  points  besides  the 
language  used  that  are  important  elements  in  the  construction 
of  any  letter. 

In  order  to  make  this  book  as  broad  as  possible  in  its  scope 
requests  were  made  for  successful  letters  and  opinions  regarding 
them  from  leading  advertising  men  and  business  houses  through- 
out the  country.  This  request  met  with  a  cordial  response 
which  justified  the  conclusion  that  there  was  a  widely  felt  need 
for  a  book  of  this  kind.  These  letters  have  been  submitted  as 
"The  Best  Letters  I  Ever  Used"  and  although  actual  tabulated 
results  have  not  been  obtainable  in  some  cases,  these  letters 
have  been  selected  on  account  of  some  tangible  reasons  that 
place  them  above  any  others  that  have  ever  been  used  by  the 
firms  which  have  contributed  them  for  publication  in  this  book. 

The  practical  business  man  for  whom  this  book  is  intended 
wiU  readily  grasp  the  points  made  by  each  letter,  and  many 
interesting  and  valuable  facts  can  thus  be  gained.  Many  adap- 
tations of  principles  can  be  made,  and  in  that  lies  the  great  value 

[72] 


LETTERS  THAT  MAKE  GOOD 

of  this  work  to  any  one  who  would  increase  the  efficiency  of  his 
own  business  correspondence.  Many  examples  will  be  found  that 
will  flatly  contradict  some  of  the  old  ideas  that  are  pretty  well 
fixed  in  the  minds  of  many  letter  writers  of  to-day.  Not  all  the 
letters  here  produced  are  perfect  specimens  in  every  detail.  The 
critic  will  find  many  letters  that  come  far  short  of  his  standard 
of  masterpieces.  But,  it  must  be  remembered,  masterpieces  of 
business  letter  writing,  as  in  every  other  field,  are  not  common- 
place— they  are  the  exceptions.  Many  otherwise  good  letters 
fail  of  results  because  of  faulty  conditions  of  lists  or  of  other 
details.  On  the  other  hand  a  mediocre  letter  may  bring  very 
satisfactory  results  if  the  conditions  under  which  it  is  sent  out 
are  ideal  or  ,  approach  to  the  ideal.     The  writing  of  a 

perfect  letter  is  by  no  means  all  that  makes  for  the  success  of 
a  mail  campaign.  The  mailing  lists,  the  mechanical  details, 
timeliness,  and  many  other  points  are  each  essential  to  the  best 
results.  Each  of  the  letters  that  are  used  in  this  book  has  been 
left  as  it  was  originally  used  and  each  represents  the  ideas  of 
its  writer  rather  than  those  of  the  Editors.  In  this  very  fact 
lies  the  chief  value  of  the  work.  It  is  not  the  exploitation  of 
any  one  man's  ideas  of  business  letter  writing,  but  scores  of 
men  whose  experiences  have  been  along  diff'erent  lines  and  under 
different  conditions  have  contributed  specimens  of  their  most 
resultful  letters.  These  letters  are  all  of  comparatively  recent 
date,  but  as  conditions  change  from  time  to  time  it  should  be 
borne  in  mind  in  reading  them  that  what  to-day  is  new  and 
forceful  to-morrow  may  become  too  trite  to  be  of  value. 

The  physician  studies  cases  and  thereby  discovers  remedies 
and  methods  of  treatment,  but  he  modifies  and  adapts  his 
treatment  according  to  the  particular  conditions.  Individual 
judgment  is  the  most  vital  factor  in  his  success.  It  is  equally 
valuable  to  the  business  man  to  study  cases,  but,  as  with  the 
physician,  his  success  in  writing  business  letters  depends  upon 

[73] 


LETTERS  THAT  MAKE   GOOD 

his  individual  judgment  in  applying  the  knowledge  gained  by 
such  study. 

The  higher  the  development  of  the  art  of  letter  writing  by 
this  method  the  more  successful  will  become  this  branch  of  ad- 
vertising, for  it  will  create  confidence  in  the  public  mind  by 
elimination  of  those  abuses  of  the  letter  privilege  that  are  so 
common.  A  great  deal  of  damage  has  been  done  in  this  way 
by  attempting  to  make  the  writing  of  letter  copy  conform  to 
the  same  rules  that  have  been  followed  in  the  construction  of 
advertising  copy  where  display  and  illustrations  are,  or  may 
be,  used.  Many  attempts  have  been  made  to  force  advertis- 
ing down  the  throats  of  the  public  by  giving  it  the  form  of  a 
letter  with  the  letter  left  out.  Many  subtle  schemes  have  been 
tried,  but  deception  always  disgusts  and  the  legitimate  letter 
suffers  in  consequence.  With  study  of  letter  writing  comes 
respect  for  the  privileges  of  the  letter  and  consequent  improve- 
ment. Mere  cleverness  will  not  do.  A  letter  may  be  infinitely 
clever,  and  possess  all  the  points  which  are  conceded  to  be  essen- 
tial in  a  good  letter  and  yet  be  a  failure  as  a  puller  because  it 
is  infinitely  clever.  Nothing  can  be  so  beneficial  in  overcoming 
this  tendency  toward  mere  cleverness  as  a  careful  study  of  the 
great  letter  successes,  as  few,  if  any,  succeed  by  cleverness  alone. 

Many  firms  use  what  might  be  called  "Good-wiU  letters." 
It  is  not  expected  of  these  to  bring  direct  results,  but  they  are 
a  part  of  the  advertising  scheme  that  helps  the  salesman  or 
that  helps  in  distributing  goods  through  other  channels.  Many 
of  the  letters  contained  in  this  book  are  of  this  kind.  And  in 
studying  them  their  motive  should  be  kept  closely  in  view.  The 
letter  itself  should  reveal  its  purpose.  The  letter  that  most 
readily  reveals  its  mission  is  the  letter  that  is  most  hkely  to 
achieve  the  object  for  which  it  is  written.  There  is  nothing 
so  attention-compelling  and  so  convincing  of  the  sincerity  of 
the  writer  of  a  letter  as  a  legitimate  and  self-apparent  reason 

[74] 


LETTERS  THAT  MAKE   GOOD 

for  writing  it  revealed  in  the  first  paragraph.  And  this  goes 
a  long  way  toward  putting  the  mind  of  the  reader  in  a  favorable 
mood  for  the  arguments  that  are  to  follow  in  the  body  of  the 
letter.  Letters  that  conceal  their  message  until  the  second 
or  third  paragraphs  are  reached  must  use  greater  force  at  the 
close  in  order  to  convince  the  curiosity  seeker  who  reads  to  the 
end.  Such  letters  have  pulled  remarkable  results  in  some  in- 
stances, but  a  close  study  usually  reveals  the  fact  that  there  is 
some  influence  outside  the  wording  of  the  letter  itself  that  is 
a  strong  factor  in  its  success.  Such  letters  often  amuse — if 
we  have  time  to  read  them — but  they  too  often  do  no  more  than 
amuse.  A  letter  may  be  pleasing  and  even  humorous  to  a  con- 
siderable degree,  if  it  is  saturated  with  the  individuaUty  of  the 
writer,  and  will  be  aU  the  more  forceful  and  convincing  on  that 
account,  but  here  again  individual  judgment  must  be  exer- 
cised and  only  a  careful  survey  of  the  conditions  wUl  show  where 
humor  may  safely  be  used. 

The  subject  of  letter  headings  has  been  taken  up  in  another 
chapter  of  this  book,  and  their  value  and  effectiveness  as  a 
part  of  the  letter  fully  discussed. 

In  the  belief  that  the  effects  that  may  be  obtained  by 
typography  and  the  ordinary  printing  press  are  too  Uttle 
appreciated,  considerable  effort  has  been  exerted  to  show  in 
this  work  a  large  number  of  desirable  styles  produced  from  the 
type. 

These  headings  have  been  set  especially  for  this  book  by 
some  of  the  best  typographic  artists  in  the  countr>%  and  show 
a  variety  of  styles  in  composition  and  t>'pe  faces  from  which 
the  discriminating  business  man  may  choose  when  making  up 
a  design  for  his  own  business  stationery. 


[75] 


NOTES  AND  COMMENTS 

§1  The  first  series  of  letters,  pages  121  to  139,  were  used  by  an 
advertising  agency  and  were  contributed  by  Mr.  J.  K.  Fraser 
with  the  following  comments: 

"Circular  letters  may  be  divided  into  two  parts. 

"Those  for  direct  replies. 

"Those  intended  as  fertilizers — backgrounds  for 
more  personal  work  to  foUow. 

"A  direct  reply  is  usually  easy  to  secure.  A  trick 
will  get  it.  But  trick  replies  are  seldom  of  any  real 
value.  They  are  very  misleading  to  the  man  who  re- 
plies, or  a  very  thin  basis  for  further  development. 

"In  our  letters  we  are  not  aiming  to  get  a  volume  of 
replies.  We  want  no  replies  on  false  expectations.  We 
want  no  repUes  that  will  lead  us  to  suspect  that  there  is 
business  ahead  when  there  is  no  sound  reason  for  think- 
ing so. 

"Our  letters  aim  simply  to  explain  ourselves  and  our 
views.  If  they  sufficiently  interest  the  manufacturer 
in  us,  and  in  our  views,  he  will  get  in  touch  with  us. 
We  will  then  be  deaUng  with  a  man  who  is  in  touch  with 
us  because  he  likes  us  and  our  methods. 

"Under  these  circumstances  when  we  get  together 
we  will  be  well  on  the  road  toward  doing  business  to- 
gether— that  is,  so  long  as  our  letters  truly  represent 
us  and  our  views. 

"If  we  had  expected  many  business  leads  from  these 
letters  we  would  have  been  disappointed.  To  date  we 
have  secured  very  few. 

(761 


LETTERS  THAT  MAKE  GOOD 

"On  the  other  hand,  we  find  they  have  been  success- 
ful in  accomplishing  their  real  purpose.  They  have 
broadly  created  a  favorable  frame  of  mind  toward  us 
which  we  are  encountering  when  we  approach  adver- 
tisers, or  when  we  approach  them  through  the  mails." 

§2    The  letter  on  page  140  was  contributed  by  Mr.  Clark  E. 
Schurman  with   the  following  comments: 

"Here  is  the  letter  that  has  created  the  most  interest 
of  any  I  have  used  in  four  years  and  it  must  be  known 
before  reading  it  that  our  company  has  shown  evidence 
of  its  mechanical  ability  through  a  long  series  of  fine 
booklets  and  has  proposed  many  plans  of  advertising  to 
this  list  of  furniture  manufacturers,  month  by  month 
before  this  letter. 

"Also  that  in  the  furniture  industry  the  writer  is 
fairly  well  known  for  a  few  successes  with  difficult  furni- 
ture accounts.  I  suppose  the  conversational  tone  of 
this  letter  and  its  confessional  character  have  something 
to  do  with  its  success. 

"Perhaps  the  opening  is  strong  because  it  takes  up 
the  attack  by  a  third  party  upon  the  recipient  and  the 
writer,  throwing  us  together  in  mutual  interest.  The 
proposition  in  the  first  paragraph  is  so  striking  and  im- 
portant, if  true,  that  a  man  could  hardly  pass  up  the 
rest  of  the  letter. 

"The  illustration  in  the  second  paragraph  justifies 
the  first  assertion. 

"In  the  third  paragraph  one  party  on  the  defensive 
admits  the  challenge  of  the  outside  manufacturer  and 
accepts  his  share  of  the  blame,  which  subtly  suggests 
that  the  recipient  of  the  letter  may  as  well  admit  his 
share. 

[77] 


LETTERS  THAT  MAKE  GOOD 

"Likewise,  we  have  offered  a  good  example  in  the 
matter  of  a  resolution  in  the  fourth  paragraph  and  in- 
vited a  frank,  explanatory  answer  by  quick  termination 
of  the  letter  without  any  preaching. 

"We  received  a  number  of  long  answers  to  this 
letter  and  two  manufacturers  came  from  a  distance  of 
over  a  thousand  miles  to  take  it  up  personally." 

§3    The  two  letters,  pages  141  and  142,  were  contributed  by 
Mr.  Mac  Martin  and  commented  on  by  him  as  follows: 

"First  letter: 

"Number  sent  out  304. 

"Number  of  replies  47. 

"Number  of  new  accounts  received  3. 

"Number  of  orders  received  7. 

"Gross  profit  on  first  orders  received  $1,427. 

"The  reasons  why  this  letter  brought  this  rather 
large  return  might  be  catalogued  as  follows: 

"1 — Quality  of  paper,  printing,  and  typewriting 
was  the  best  I  could  make  it,  regardless  of  expense. 

"The  letter  was  filled  in  in  our  regular  form  with 
'My  Dear  Mr.  Doe'  at  the  top  and  the  name  and  address 
of  the  recipient  at  the  bottom. 

"3 — It  was  signed  in  ink  by  myself. 

"4 — The  letter  is  short,  shorter  than  most  business 
men  are  used  to  receiving. 

"5 — The  letter  was  timely. 

"a — In  the  first  place  it  referred  to  an  incident  in 
my  personal  experience  on  which  the  local  newspapers 
had  given  considerable  publicity.  (In  a  business  which 
seems  to  have  a  professional  nature,  business  often  gets 
away  by  people  thinking  you  are  stiU  out  of  town.) 

"b — It  was  sent  out  at  the  close  of  a  rather  dull 

[78] 


LETTERS  THAT  MAKE   GOOD 

summer  season  when  most  of  the  recipients  were  feeling 
the  need  of  some  stimulant  for  business. 

"6 — The  letter  was  natural.  After  writing  my  first 
draft  I  called  upon  a  representative  of  the  list  and  used 
the  exact  words  in  conversation  with  him  to  see  if  the 
style  sounded  natural.    This  is  the  hardest  test  I  know. 

"The  letter  contained  a  definite  proposition.  (In 
this  relation  it  might  be  interesting  to  note  that  only 
one  of  the  orders  received  was  for  a  booklet,  the  definite 
proposition  suggested.  The  suggestion  of  a  booklet 
was  used  in  the  form  of  a  'leader'  only.) 

"8 — The  appeal  was  in  the  form  of  Suggestion  and 
the  particular  arguments  in  favor  of  the  action  were 
worked  in  as  descriptions  of  the  service  which  were  sup- 
posed to  be  taken  for  granted.  (To  the  fact  that  a  reply 
required  no  prolonged  dehberation  I  attribute  consider- 
able of  its  success.) 

"9 — The  letter  was  personal.  The  letter  was  ad- 
dressed to  'yo*^/  3.  definite  representative  of  the  hst. 

"10 — The  conclusion  suggested  immediate  action 
and,  to  an  extent,  described  the  process  of  an  action. 
(It  might  be  interesting  to  note  that,  although  the  action 
suggested  was  that  of  telephoning,  not  one  of  the  repUes 
came  in  that  form;  and  I  did  not  expect  them  to.  One 
came  in  as  a  personal  call  of  a  man  from  out  of  town  who 
arrived  the  same  day  he  received  the  letter.  Four  came 
as  voluntary  interviews  the  next  time  I  saw  those  men 
at  a  Club.    The  other  forty-two  came  as  letters. 

"I  might  add  that  I  have  never  received  less  than 
5%  response  of  some  kind  from  a  letter  of  this  descrip- 
tion. 

"This  letter  was  not  'followed  up*  in  the  regular 
sense  of  theword  although  on  December  26 1  sent  another 

[79] 


*(-•} 


LETTERS  THAT  MAKE   GOOD 

letter  (page  000)  to  218  of  this  same  list  and  received  22 
replies.  This  New  Year's  letter  was  not  written  with 
the  expectation  of  receiving  any  immediate  rephes.  It 
is  too  early  at  this  date  to  estimate  the  amount  of  gross 
profit  on  this  New  Year's  letter." 

§4  The  letter  on  page  143  was  used  by  a  large  advertising 
agency  and  is  self-explanatory.  The  friendly  tone  of  the  letter 
throughout  makes  it  valuable  from  a  good-will  standpoint. 
The  closing  shows  a  highly  optimistic  viewpoint  the  keenness  of 
which  makes  it  highly  commendable  in  the  personnel  of  an  ad- 
vertising agency. 

§5  The  letter  on  page  144  was  typed  in  red  with  note  on  side 
and  bottom  margin  in  imitation  handwriting.  It  is  original  in 
its  construction  and  no  doubt  that  is  in  a  large  measure  respon- 
sible for  its  unusual  success.  It  shows  the  value  of  originality. 
§6  A  series  of  seventeen  letters,  pages  145  to  170  inclusive, 
were  sent  weekly  to  2,300  dealers  in  twelve  eastern  states,  at 
a  cost  of  $1,564  for  the  campaign.  The  detailed  results  given 
by  Mr.  John  G.  Keplinger  follow: 

Letter  No. 
1 

2 
3 

4 
5 
6 

7 
8 
9 

10 
11 

[80] 


Orders  from 
new  accounts 

0 

Requests  for 

samples 

1 

5 

5 

5 

4 

7 

3 

10 

8 

7 

3 

6 

6 

14 

6 

5 

2 

7 

5 

7 

16 

Orders  from 
new  accounts 

Requests  for 
samples 

9 

7 

8 

7 

12 

4 

3 

3 

6 

3 

33 

10 

LETTERS  THAT  MAKE   GOOD 

Letter  No. 

12 
13 
14 
IS 
16 
17 

Eleven  of  these  letters — one  to  eleven  inclusive — were 
used  on  another  Ust  of  4,800  in  the  remaining  states  of  the  coun- 
try with  results  as  per  table  below: 

Letter  No.  Orders  Requests  for  samples 

1  3  13 

2  19  0 

3  9  5 

4  12  3 

5  12  8 

6  12  3 

7  7  9 

8  22  8 

9  20  2 
•  10                                       6  3 

11  4  0 

A  year  and  three  months  after  this  campaign  closed  the 
following  letter  was  received  from  a  firm  in  South  Omaha, 

Nebraska: 

"Gentlemen: 

"We  had  received  several  circulars  from  you  last 
year  in  regard  to  your  silks. 

"We  were  not  in  a  position  then  to  handle  your 
goods  but  the  impressions  made  by  your  talks  at  that 
time  stiU  remain  and  would  like  to  hear  from  you  now 
in  regard  to  prices  and  advertising  propositions." 

[81] 


LETTERS  THAT  MAKE  GOOD 

§7  The  series  of  six  letters  (pages  171  to  177),  used  by  a  large 
carriage  manufacturing  concern,  are  commented  on  as  follows: 

"Our  sales  department  supports  a  large  corps  of 
travelers,  and  most  of  the  orders  received  are  written  by 
salesmen.  The  selling  plan  is  to  market  the  work  through 
the  travelers  rather  than  by  mail;  however,  it  is  the 
policy  to  supplement  the  travelers'  activities  by  the  Ub- 
eral  use  of  follow-up  letters.  Naturally  these  letters  are 
intended  to  mould  the  dealer's  opinion  and  impress  him 
with  the  desirabiUty  of  handhng  the  goods  in  order  to 
pave  the  way  for  the  traveler. 

"It  will  be  seen,  therefore,  that  our  letters  are  de- 
signed more  particularly  to  co-operate  with  the  salesmen 
than  to  solicit  immediate  orders  by  mail,  although  of 
course  a  considerable  volume  of  business  comes  to  us 
through  the  mail.  The  usual  method  is  to  employ  a 
series  of  five  or  six  letters  sent  at  intervals  of  from  one  to 
three  weeks.  The  series,  therefore,  rather  than  the  indi- 
vidual letter,  should  be  considered  in  determining  its 
effectiveness,  because  the  individual  numbers  of  the 
series  are  so  closely  related  that  the  results  of  a  single 
letter  would  be  hard  to  tabulate." 

§8  The  letter  on  page  178  was  sent  out  by  a  large  manu- 
facturing corporation  that  sells  its  goods  to  farmers,  and  is 
commented  on  as  follows: 

"In  preparing  its  form  letters  this  company  avoids 
all  hobbies.  We  have  no  pet  theories.  We  issue  many 
milUons  of  these  letters  each  year  with  a  twofold  pur- 
pose— first,  to  create  good  will,  and  second,  to  sell  our 
machines.  In  getting  out  these  letters,  we  do  not  special- 
ize for  any  types.  We  take  it  for  granted  that  there  will 
be  enough  normal-reasoning,   clear-sighted,   everyday 

[82] 


LETTERS  THAT  MAKE  GOOD 

people  read  them,  so  that  we  can  ignore  cranks,  slipshod 
thinkers,  penny-wise  and  pound-foolish  types.  In  the 
same  way  that  large  credit  houses  have  discovered  that 
between  97  and  100  per  cent  of  the  public  at  large  is 
honest,  so  have  we  been  convinced  that  between  97  and 
100  per  cent  of  the  American  farmers  have  more  or  less 
intelligence.  We  do  not  go  after  the  minimum  class, 
that  is,  those  between  the  97  and  100  percent. 

"A  large  corporation  such  as  ours  is  subject  to  con- 
tinuous attacks  by  interested  parties,  which  would  tend 
to  create  an  impression  unfavorable  to  us,  irrespective 
of  any  basic  grounds  for  such  attacks.  To  offset  these 
statements  we  frequently  have  recourse  to  form  letters. 
These  letters  we  try  to  make  convincing,  straightforward, 
and,  as  far  as  possible,  we  take  the  farmer  right  into  our 
confidence.  We  call  these  our  good-will  letters.  When 
we  write  a  letter  to  sell  anything,  our  policy  is  the  same. 
We  go  in  a  straightforward  way  after  a  sale  through 
a  letter  exactly  as  if  we  were  talking  to  the  possible 
purchaser.  We  do  not  try  to  put  in  any  fine  phrasing; 
we  abominate  conventional  forms,  and  we  rely  entirely 
on  good  straight  'reason  why'  copy  to  make  the  sale." 

§9  The  two  letters,  pages  180  and  182,  used  by  a  manufactur- 
ing jeweler,  were  contributed  by  Mr.  John  G.  Keplinger  as  the 
two  letters  which  have  been  the  most  resultful  of  any  used  by 
him  in  promoting  business  with  retail  jewelers.  The  letter  on 
page  180  opens  with  the  "news-value"  paragraph  and  uses  the 
guarantee  argument  in  a  new  way  which  brings  it  closer  to  the 
dealer  himself  and  strengthens  it  greatly  on  that  account.  The 
letter  on  repair  materials  is  an  excellent  follow-up  for  the  first 
letter  and  adds  force  to  the  argument  relative  to  watches. 
§10    The  letter  on  page  183  was  contributed  by  Mr.  Daniel  E. 

[83] 


LETTERS  THAT  MAKE   GOOD 

Paris  as  the  best  letter  he  ever  used  in  promoting  business  for 
his  firm 

"because  it  has  brought  more  business  and  more 
comment  than  any  other  effort  of  mine.  This  letter 
shows  perhaps  the  best  example  of  the  style  which  I 
have  sought  hard  to  cultivate  entirely  thru  watching 
results  and  not  thru  the  use  of  any  rules  of  system 
which  I  can  possibly  lay  down.  I  am  somewhat  of  an 
enthusiast  on  letters  and  beUeve  that  there  is  not  half 
as  much  accompUshed  thru  this  medium  as  is  easily 
possible." 

On  pages  184  and  185  are  other  letters  from  the  same  source 
which  have  proved  more  than  ordinarily  resultful. 
§11  Mr.  St.  Elmo  Lewis  has  contributed  two  letters  (pages 
186  and  187).  The  trial  letter  has  been  especially  productive 
of  results.  The  other  (page  187)  has  brought  a  consistent  7  per- 
cent of  returns,  which  in  this  business  is  considered  a  very  large 
result. 

§12  The  letter  on  page  188  is  commented  on  as  follows: 
"1st,  it  requests  the  privilege  of  talking  to  the 
buyer  on  what  he  is  interested  in;  2nd,  it  not  only  em- 
phasizes Paint  but  gives  an  idea  of  our  other  stock; 
3rd,  it  emphasizes  service;  4th,  it  stresses  the  fact  that 
we  are  the  only  manufacturers  in  this  state." 

§13    The  letters  on  pages  189  to  192  are  commented  on  as 

follows: 

"We  have  written  and  re-written  all  our  form  let- 
ters a  dozen  times  in  the  last  dozen  years,  and  have 
tried  to  cover  every  phase  of  our  business,  and  each 
time  we  re-wrote  the  letter  we  thought  it  was  better 
than  before  and  were  satisfied  at  that  moment.  After 
six  or  eight  months  use  they  began  to  get  stale  to  us, 

[84] 


LETTERS  THAT  MAKE  GOOD 

although  probably  just  as  new  to  the  people  receiving 
them  as  any  other  would  have  been,  so  that  it  would  be 
almost  impossible  to  pick  out  anyone  and  call  it  the  best. 
"We  have  a  letter  (page  189)  which  we  send  to 
parents  of  newly  born  children,  of  which  we  use  a  par- 
ticularly large  number.  This  has  just  been  entirely  re- 
written, the  stationery  entirely  changed,  and  it  will  go 
out  as  something  entirely  new.  I  do  not  beUeve  that 
I  can  call  even  this  the  best  we  ever  put  out,  but  if 
there  is  anything  in  approaching  a  mother  with  clean, 
up-to-date  linen  stationery,  with  a  smooth-reading, 
simply  worded  and  easily  understood  letter,  in  which 
she  is  told  what  our  product  is,  for  what  it  is  to  be  used 
and  what  it  is  going  to  cost,  then  we  shall  have  a  form 
letter  away  above  the  average  and  one  which  you  may 
be  able  to  class  as  amongst  the  best." 

The  letter  starting  with  the  words:  "In  accordance  with" 
(page  190)  represents  form  letters  going  to  people  who  have 
answered  magazine  advertising  requesting  a  sample.  The  letter 
starting  with  the  words  "By  this  mail"  (page  191)  represents 
people  who  are  receiving  a  sample  as  the  result  of  somebody's 
suggestion.  The  letter  starting  with  the  words  "We  shall  be 
glad"  (page  192)  represents  a  follow-up  letter  which  goes  to 
both  these  classes. 

§14  The  letters,  pages  193  to  197  inclusive,  are  the  principal 
ones  used  in  a  campaign  to  dealers  on  a  line  of  guaranteed 
goods.  QuaUty  and  the  guarantee  furnish  the  principal  selling 
arguments  in  this  campaign  which  was  a  very  resultful  one  for 
the  manufacturers. 

§15  On  page  198  is  a  letter  contributed  by  Mr.  E.  C.  Tibbitts 
as  one  of  the  best  letters  used  by  him.  As  a  creator  of  confi- 
dence in  an  old-established  house  it  is  an  excellent  example. 

[85] 


LETTERS  THAT  MAKE   GOOD 

On  page  199  is  another  letter  from  the  same  source  which  has 
received  much  favorable  comment. 

§16    On  page  200  is  a  letter  contributed  by  Mr.  George  P. 
Metzger  with  the  following  comment: 

"It  would  be  a  brave  man  who  would  state  that 
any  letter  is  the  best  letter  he  ever  wrote  and  give  the 
reason  why.  For  instance,  I  can  remember  a  letter 
which  I  wrote  while  I  was  in  the  book  business  which 
pulled  $25,000  worth  of  business  from  the  names  written 
on  a  half  bushel  of  old  dead  and  worked-out  magazine 
coupons  which  had  been  thrown  away  and  which  I  dis- 
covered in  a  corner.  It  wasn't  so  much  the  letter  that 
did  it  in  that  case  as  it  was  a  realization  of  what  were 
the  possibilities  in  that  list  of  names. 

"So  when  I  state  that  this  letter  is  a  good  letter  I 
want  to  say  that  it  is  mostly  because  I  know  that  it 
was  written  to  fit  the  circumstances  precisely  as  I  knew 
they  existed,  and  to  reach  precisely  the  class  of  people 
whom  I  knew  I  was  trying  to  reach.  Also,  I  have 
reason  to  know  that  it  stirred  things  up  precisely  as  I 
expected,  and  caused  a  very  wholesome  controversy." 

§17    The  letter  on  page  202  was  contributed  by  Mr.  Louis  W. 
Wheelock  with  the  following  comments: 

"Out  of  many  form  letters,  some  of  which  might 
be  called  clever,  I  have  selected  this  homely  old  speci- 
men, without  a  bright  phrase  in  it — just  plain  and 
simple,  without  any  'do  it  now'  tricks  or  appeal  to  the 
imagination. 

"It  is  the  clearest  and  briefest  statement  of  an 
agency  plan  and  an  advertising  plan  that  really  meets 
the  needs  and  interest  of  the  dealers  to  whom  this 
letter  is  sent.    It  has  been  used  nearly  five  years  with 

[86] 


LETTERS  THAT  MAKE  GOOD 

very  slight  changes,  has  been  mailed  as  the  first  letter 
in  a  series  to  druggists  in  every  state  east  of  the  Mis- 
sissippi, and  I  judge  it  is  good  because  it  has  initiated 
business  that  has  aggregated  many  hundreds  of  thou- 
sands of  dollars.  That  it  is  open  to  improvement  I 
am  sure,  but  I  would  not  agree  to  revise  it  imless  in  the 
direction  of  greater  simplicity  and  clearness  and  greater 
care  to  present  the  plain,  attractive  facts  without  exag- 
geration. I  believe  that  its  success  is  due  to  the  fact 
that  it  presents  a  plan  that  exactly  fits  the  needs  of  the 
recipient.  The  skill  consisted  in  constructing  the  plan, 
not  the  letter." 

§18  A  series  of  three  letters  used  to  supplement  the  work  of 
the  salesmen,  and  which  were  very  successful  in  a  glass  and  paint 
business  are  on  pages  203,  204,  and  205. 

§19  The  six  letters,  pages  206  to  212,  cover  the  question  of 
paint  to  the  architect,  the  householder,  the  painter,  building 
managers,  and  farmers.  Letter  on  page  206  was  sent  to  pro- 
spective paint  users.  It  calls  their  attention  to  the  fact  that  they 
should  read  up  on  paints,  in  order  that  they  may  talk  more 
intelligently  with  their  painter  when  the  time  comes  for  them 
to  have  painting  done.  The  fact  that  the  manufacturer  offers  to 
show  them  houses  in  their  own  city  that  have  been  painted  with 
his  paint  gains  their  confidence.  They  can  also  get  a  copy  of  the 
booklet  mentioned,  together  with  color  cards  so  that  they  may 
choose  their  own  combinations  from  the  local  dealer,  thus  saving 
time  and  inconvenience.  The  enclosures  with  this  letter  were 
such  that  it  gave  a  more  detailed  explanation  regarding  paint 
products  and  how  they  should  be  used  to  get  the  best  results. 

The  object  of  the  letter  on  page  207  was  to  suggest 
to  the  architect  to  give  his  clients  more  service  by  letting 
this  company  furnish  him  with  detailed  information  regarding 

[87] 


LETTERS  THAT  MAKE   GOOD 

paints  and  paint  products;  partial  list  is  given  describing  each 
product. 

Rather  than  have  the  busy  architect  send  for  Uterature, 
etc.,  this  letter  calls  his  attention  to  more  detailed  information 
regarding  the  manufacturer's  products  as  listed  in  Sweet's  Index 
which  is  found  in  every  architect's  ofhce  for  reference.  The  fact 
that  he  can  refer  to  this  information  at  any  time,  and  that  these 
products  are  sold  in  his  city  by  an  exclusive  agent,  makes  it 
a  very  simple  matter  for  him  to  look  into  them  and  possibly 
test  them  out. 

The  letter  on  page  208  to  building  managers  was  successful 
because  the  first  paragraph  brought  out  some  vital  points  which 
all  managers  of  buildings  must  look  into  with  care. 

The  next  paragraph  bringing  in  the  fact  that  this  finish  has 
the  soft,  attractive  quaUties  of  water  paint  with  sanitary,  durable 
quaUties  of  an  oU  paint  is  most  interesting  to  the  recipient. 
§20  On  page  213  is  a  letter  which  brought  v^ery  satisfactory 
returns.  It  was  contributed  by  Mr.  W.  B.  Greene  and  com- 
mented on  by  him  as  follows: 

"This  letter  was  mailed  to  a  small  list  of  glass 
manufacturers.  We,  therefore,  were  able  to  know 
rather  definitely  the  matters  in  which  these  people 
would  be  interested,  and  to  write  our  letter  accord- 
ingly. We  paid  particular  attention  to  the  sequence 
in  order  to  gain  and  hold  attention. 

"The  cost  of  operation  of  a  plant  is  always  a  live 
topic  with  the  manager  and  the  immediate  reference 
to  a  very  large  company  in  the  business  and  the  fact 
that  we  were  sending  them  a  description  of  an  impor- 
tant part  of  this  company's  equipment,  was  a  matter 
of  considerable  interest.  Having  gained  their  atten- 
tion, we  were  able  in  the  second  paragraph  to  offer 

[88] 


LETTERS  THAT  MAKE  GOOD 

the  services  of  our  Engineering  Department.  It  was 
unnecessary  here  to  attempt  to  sell  our  machinery  as 
there  is  nothing  to  sell  until  the  engineers  have  studied 
the  conditions  and  made  recommendations. 

"The  third  paragraph  offered  the  House  Organ 
after  they  had  become  interested  in  this  through  the 
article  mentioned  above. 

"We  believe  that  we  had  this  material  arranged 
in  the  proper  order  as  every  concern  would  be  inter- 
ested in  the  first  paragraph,  but  a  relatively  small 
number  in  the  second.  The  second  paragraph,  how- 
ever, would  have  no  value  without  being  preceded 
by  the  first.  Responses  to  this  letter  have  been  rather 
exceptional,  considering  the  product  which  we  sell." 

§21  The  two  letters,  pages  214  and  215,  were  used  on  a  list  of 
prospective  buyers  furnished  the  manufacturers  by  dealers. 
They  were  filled  in  to  match  the  body  of  the  letter  and  the 
dealer's  name  is  mentioned  at  the  close  as  being  glad  to  supply 
further  information. 

§22  The  letter  on  page  217,  used  by  a  Southern  shoe  manu- 
facturer, is  commented  on  by  Mr.  R.Winston  Harvey  as  follows: 

"This  is  probably  one  of  the  best  form  letters  I 
have  sent  out  recently.  Why  is  it  the  best?  Is  it 
because  it  is  a  good  letter?  Is  it  because  the  merchants 
to  whom  it  was  sent  were  in  a  receptive  mood?  No! 
It  is  because  it  was  aimed  straight  at  the  merchant's 
pocketbook  and  the  aim  proved  true. 

"This  letter  produced  results  because  it  was  com- 
posed after  a  careful  survey  of  the  general  trade  condi- 
tions, and  in  letter  writing  the  same  basic  principles 
apply  as  in  preparing  an  advertisement — know  your 
people,  know  the  trade  conditions,  and  go  after  them 

[89] 


LETTERS  THAT  MAKE   GOOD 

with  clean-cut  proofs  of  the  pecuniary  advantages  in 
handling  your  product. 

"This  letter  was  sent  to  a  list  of  Southern  pros- 
pects— merchants  whom  we  had  never  sold.  We 
wanted  their  accounts,  and  this  letter  got  a  great  many 
of  them. 

"Now,  what  were  the  conditions  in  the  South  at 
that  time?  Cotton  prices  went  bad,  Congress  was 
'monkeying'  with  the  tariff,  the  weather  was  all  but 
favorable,  shoes  were  getting  higher,  and  the  Southern 
merchants  took  on  an  aggravated  case  of  pessimism — 
that  is,  some  of  them  did — and  we  knew  they  were 
having  a  dull  trade. 

"Now  we  get  to  the  real  reason  for  this  result- 
producing  letter — ^we  gave  the  merchants  who  were  not 
handling  our  line  actual  figures  from  merchants  who 
were  handling  our  line,  and  proved  to  them  that  nothing 
was  wrong  with  the  weather,  that  nine-cent  cotton  was 
all  right,  and  that  the  tariff  had  nothing  to  do  with  their 
sales,  but  that  they  were  handling  the  \vrong  line  of 
shoes. 

"This  careful  analysis  of  the  conditions  I  believe  is 
mainly  responsible  for  the  results  from  this  letter;  al- 
though the  fact  that  we  enclosed  a  self-addressed 
government  postal  card,  all  ready  for  the  merchant  to 
sign,  had  its  weight.  The  card  gave  the  merchant  the 
opportunity  of  having  a  salesman  call,  or  of  receiving 
a  catalog  of  anything  in  the  way  of  shoes  or  shoe  find- 
ings. We  got  more  requests  for  catalogs  than  for  sales- 
men, but  by  our  catalog  follow-up  system,  we  were  able 
to  land  some  nice  'direct'  orders  as  a  result  of  this 
letter. 

"Then  there  is  the  postscript  which  made  it  seem 

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LETTERS  THAT  MAKE  GOOD 

more  like  a  personally  dictated  letter  than  a  circular. 
The  letter  was  also  filled  in  with  the  merchant's  name 
and  address.  This  'P.S.'  suggested  seasonable  goods 
for  the  HoUday  trade,  and  there  is  nothing  like  the 
power  of  suggestion  in  salesmanship  to  get  the  pro- 
spective buyer  in  a  buying  frame  of  mind. 

"In  preparing  form  letters  one  is  apt,  if  he  isn't 
very  careful,  to  fall  into  the  sterotyped  phrases  and 
give  too  much  study  to  the  rhetoric  in  his  composition, 
which  makes  the  letter  stiff  and  stilted.  A  form  letter 
is  purely  and  simply  a  business  communication  and 
should  be  dictated  in  the  same  way  you  would  dictate 
any  other  letter— smooth  and  right  from  the  shoulder. 

"Upon  the  first  paragraph  of  any  letter  depends 
whether  or  not  it  will  be  read  to  the  signature.  It  is 
like  the  illustration,  or  the  headlines  of  an  advertise- 
ment— you  must  first  attract  attention,  and  then  make 
your  story  of  sufficient  interest  to  justify  a  reading. 
If  a  reply  is  desired  a  self-addressed  postcard  or  en- 
velope will  lend  its  aid  materially,  because  you  then 
make  it  an  easy  matter  for  the  customer  to  reply  with 
no  expense  and  practically  no  trouble." 

§23  On  pages  219  and  220  are  two  letters  used  by  a  large 
clothing  house.  They  were  productive  of  record  returns,  a  fact 
which  their  writer  says: 

"Strikes  me  as  unusual  upon  re-reading.  I  have 
written  many  letters  which  were  infinitely  cleverer  than 
these — which  had  all  the  essential  points  of  what  we 
all  agree  to  be  a  good  letter— and  yet  whose  records  as 
'pullers'  have  been  very  mediocre.  All  of  which  goes 
to  prove  that  psychology  and  theory  frequently  fail 
when  applied  to  advertising." 

(911 


LETTERS  THAT  MAKE   GOOD 

§24  The  two  letters  on  pages  221  and  222  were  used  by  a 
stove  manufacturer  marketing  goods  on  an  agency  basis. 
Actual  record  of  results  was  not  obtained,  but  as  evidenced  by 
comments  and  satisfaction  of  agents  they  were  highly  successful 
in  accomplishing  their  end. 

§26  On  pages  223  to  235  inclusive  is  a  series  of  letters  that 
have  been  big  producers.  Most  of  these  letters  lead  up  to  the 
point  by  some  statement  or  human-interest  story  that  prepares 
the  reader's  mind  for  the  argument.  There  is  an  atmosphere  of 
frankness  and  confidence  throughout  that  is  always  worth  more 
in  a  letter  than  any  so-called  strong  sales  talk  that  can  be  used. 
§26  The  two  letters  on  pages  236  and  237  were  used  by  a 
manufacturer  of  ofl&ce  filing  systems  and  were  contributed  by 
them  as  the  most  resultful  of  any  they  have  ever  used. 
§27  On  page  238  is  a  letter  which  stands  out  as  a  distinct  type 
and  which  seems  to  violate  most  of  the  principles  that  are  usu- 
ally safe  to  follow  in  writing.  It  probably  won  on  its  humor, 
which  is  of  a  sort  that  would  naturally  appeal  to  the  class  ad- 
dressed. It  proved  to  be  one  of  the  most  effective  in  pulling 
business  of  any  ever  used  by  this  concern. 
§28  The  letter  on  page  239  was  contributed  by  Mr.  Edw.  S. 
Babcox  as  one  imusually  productive  of  results  in  advertising  a 
recipe  outfit  to  women.  A  specific  instance  is  an  order  written 
on  the  margin  of  the  letter  and  received  more  than  two  years 
after  the  letter  was  sent  out.  The  letter  opens  with  a  testi- 
monial, which  is,  if  the  testimonial  be  brief  and  strong,  a  very 
good  way  of  getting  interest.  In  this  case  the  testimonal  states 
something  specific  and  descriptive.  The  body  of  the  letter  is 
plain  and  convincing,  and  the  close  suggests  definite  and  imme- 
diate action. 

On  page  240  is  another  letter  from  the  same  source.  The 
opening  paragraph  is  frank  and  therefore  unique.  This  very 
point  would  win  for  it  a  reading  in  a  great  many  cases.    The 

[92] 


LETTERS  THAT  MAKE  GOOD 

frank  tone  is  maintained  throughout,  and  altogether  the  letter 
is  one  that  should  inspire  confidence. 

§29  The  two  letters  on  pages  241  and  242  use  the  question 
form  of  statement  for  emphasis.  The  first  letter  would  appeal 
to  the  business  man  who  was  uncertain  as  to  the  best  filing 
methods  for  his  needs,  and  would  bring  the  desired  inquiries. 
These  two  letters  brought  a  large  amount  of  business  for  a 
branch  ofiice  of  a  filing  cabinet  manufacturer. 
§30  The  letter  on  page  243  was  sent  to  a  list  of  250  prospects 
and  brought  12  trial  orders  and  10  permanent  customers,  who, 
when  these  results  were  tabulated  about  six  months  after  the 
letter  was  sent  out,  had  purchased  goods  to  the  amount  of 
$4,135. 

The  letter  on  page  244  was  sent  to  a  similar  list  in  the  same 
territory  a  few  months  after  the  above  letter  went  out  and 
brought  but  a  single  trial  order  from  a  customer  who  never 
re-ordered. 

The  letter  on  page  245  was  sent  out  later  to  a  list  of  about 
500  names,  covering  a  much  wider  territory,  and  brought  over 
30  percent  of  replies. 

§31  The  series,  pages  246,  247,  248,  249,  250  and  251,  were  used 
by  a  large  clothing  manufacturer  and  were  eagerly  ordered  by 
the  dealers.  The  letter  to  dealers  on  page  246  explains  the 
method  of  handling  the  mailing  of  these  letters.  Each  of  the 
series  of  five  to  be  sent  from  dealer  to  prospective  customers 
had  a  two-color  cut  showing  the  particular  style  of  suit  which 
was  mentioned  in  the  letter.  The  same  cut  was  also  shown  on 
the  envelope. 

§32  Two  very  good  letters  sent  by  a  large  manufacturer  to 
dealers  are  found  on  pages  252  and  253.  These  were  selected  as 
the  most  resultful  and  satisfactory  used  by  this  house.  They 
are  plain,  brief,  and  are  written  from  a  point  of  view  which 
should  make  a  strong  appeal  to  dealers. 

[93] 


LETTERS  THAT  MAKE   GOOD 

§33  On  pages  254  and  255  are  two  letters  sent  by  a  large 
manufacturer  to  a  list  of  farmers  and  which  proved  to  be  very 
efficient  in  bringing  results.  They  are  written  from  the  right 
point  of  view  and  are  excellent  examples  of  the  kind  of  letter 
that  should  appeal  to  the  farmer  who  wishes  to  progress  along 
the  lines  of  modern  efficiency. 

§34  The  "Night  Letter"  on  page  256  affords  a  very  striking  ex- 
ample of  pulling  power.  Its  success  is  attested  to  by  the  fact 
that  the  orders  received  directly  in  reply  to  it  amounted  to 
$1,600,000. 

It  has  been  the  practice  for  a  number  of  years  for  this  firm 
to  send  off  these  telegrams  on  New  Year's  Eve,  stating  the  exact 
condition  of  the  underwear  market  and  thus  posting  the  cus- 
tomers, giving  valuable  information  upon  which  they  can 
act  immediately.  In  most  cases  a  response  was  received  by 
return  telegram  at  the  expense  of  the  firm,  duplicating  the 
order  of  the  previous  year  or  increasing  it  anywhere  from  35 
to  100  percent. 

§35  On  page  257  is  a  letter  used  to  foUow  up  notices  in  the 
trade  papers.  This  furnishes  a  reason  for  writing  and  makes  the 
letter  personal.  The  results  from  this  letter  were  probably  due 
more  to  the  plan  than  to  the  letter  itself. 
§36  The  letters  on  pages  258,  260,  and  261  resulted  in  a  large 
amount  of  new  business.  They  were  sent  by  a  manufacturer  of 
a  guaranteed  article  to  dealers,  and  are  considered  by  them  to 
be  their  best  business  producers. 

§37  The  letter  on  page  263  was  used  to  call  attention  to  a  new 
catalog  and  is  a  plain,  businesslike  statement  that  should  appeal 
to  the  class  of  prospects  to  whom  it  was  sent.  In  immediate 
orders  this  letter  brought  a  net  profit  of  more  than  twenty  dollars 
for  each  dollar  expended.  Through  the  sale  of  small  tools  men- 
tioned in  the  second  paragraph  business  relations  should  be 
opened  that  would  lead  to  orders  for  more  expensive  machinery. 

[941 


LETTERS  THAT  MAKE   GOOD 

§38  The  letter  on  page  264  was  contributed  by  the  Welsbach 
Company  as  one  of  the  most  productive  they  have  ever  used. 
It  uses  the  argument  of  an  expense-saving  move  turned  to 
benefit  for  the  customers.  This  suggests  Uberal  business  poUcy 
and  thus  gains  confidence. 

§39  The  two  letters,  pages  265  and  266,  were  contributed  with 
the  following  comments: 

"The  longer  letter  (page  265)  we  sent  out  first 
some  time  ago  when  the  interest  in  tariff  revision  was 
at  its  height.  We  began  by  using  it  in  Kansas  City 
where  it  made  such  a  favorable  impression  that  it  was 
finally  sent  to  nearly  all  of  our  branch  cities.  In  Kan- 
sas City  it  was  mailed  to  about  1,000  automobile 
owners.  It  eventually  pulled  into  the  branch  more 
than  200  new  customers. 

"The  other  letter  (page  266)  approached  the 
subject  directly  and  brought  splendid  returns. 

"We  are  great  beUevers  in  circularizing  by  letter 
under  first-class  postage.  We  make  it  a  point  never  to 
send  out  a  letter  unless  we  have  something  to  say  that 
is  of  real  interest  to  the  recipient.  We  nearly  always 
enclose  a  return  postcard  and  according  to  the  kind  of 
letter  count  on  from  10  to  33  percent  of  responses. 
We  believe  it  is  safe  to  say  that  no  other  one  form  of 
advertising  has  brought  us  the  direct  returns  in  dollars 
and  cents  that  we  have  received  from  our  circularizing 
during  the  past  two  years." 

§40  The  letter  on  page  267  was  contributed  by  Mr.  G.  U.  Gates 
and  commented  on  as  follows: 

"This  has  been  a  good  result-producing  letter  and 
was  sent  to  institutions  in  the  United  States  which 
make  a  specialty  of  treating  tuberculosis.    Such  insti- 

[95] 


LETTERS  THAT  MAKE   GOOD 

tutions  are  always  looking  for  sputum  cups,  and  this 
letter  made  good  because  our  cup  was  carefully 
described  and  its  advantages  shown. 

"It  furthermore  quoted  specific  prices,  which 
prices  were  low  enough  to  get  the  superintendent  to 
whom  it  was  sent  to  write  us  for  a  quotation  upon 
the  number  of  cups  he  would  contract  for.  Over  20 
percent  of  the  institutions  to  whom  this  was  sent 
repUed. 

Another  letter  used  by  the  same  house  and  which  was  sent 
to  prospects  in  foreign  countries  is  on  page  268. 

"This  letter  states  the  name  of  the  book  which  has 
been  sent,  and  the  day  it  is  put  into  the  mail.  In 
export  this  is  very  essential  because  the  mail  deliveries 
are  not  as  good  in  all  countries  as  in  this;  in  fact, 
when  sending  catalogues  to  Latin  America,  it  has  been 
found  advisable  to  have  them  registered,  and  the 
same  is  also  true  in  many  other  countries. 

"Next  the  letter  takes  up  the  fact  that  we  are  in 
a  position  to  make  special  apparatus  that  will  suit 
their  individual  tastes.  In  the  third  paragraph  atten- 
tion is  called  to  the  quaUty  of  the  product  which  we 
manufacture.  Then  we  take  up  some  specific  articles 
which  are  in  the  book  to  draw  a  reply  as  to  what  the 
prospect  really  intends  to  buy.  In  each  specific  article 
we  draw  the  attention  of  the  prospect  to  the  exclusive 
features  as  these  are  the  ones  which  cause  him  to  buy. 
Our  reason  for  referring  to  specific  pages  is  to  make 
the  prospect  go  through  the  book.  Then  we  take  up 
the  matter  of  deUveries  and  discounts.  Lastly  we 
set  a  rather  definite  time  when  we  expect  to  receive 
an  answer,  and  key  the  letter," 

[96] 


LETTERS  THAT  MAKE   GOOD 

§41  The  letter  on  page  271  was  sent  to  a  list  of  757  industrial 
plant  operators  and  94  replies  were  received.  The  amount  of 
business  resulting  from  these  replies  was  highly  pleasing  to  the 
company  using  the  letter. 

The  first  and  third  paragraphs  of  this  letter  were  severely 
criticised  by  three  different  advertising  men  and  all  advised 
not  using  it.  In  spite  of  this  it  was  sent  out  and  over  12  per- 
cent of  replies  were  received. 

§42  On  pages  272  and  273  are  two  letters  that  were  used  by  a 
manufacturing  concern  to  create  demand  of  the  jobber  for  their 
goods.  Both  letters  use  the  "headline"  first  paragraph.  The 
first  letter  is  an  argument  showing  the  advantage  to  the  dealer 
in  carrying  goods  of  high  quality  backed  by  reputation.  The 
statements  are  made  from  the  dealer's  point  of  view,  the  fifth 
paragraph  taking  up  the  argument  for  the  particular  goods 
offered  by  the  manufacturer.  The  second  letter  takes  up  much 
the  same  line  of  argument.  These  letters  brought  many  very 
satisfactory  reports  showing  that  they  made  lasting  impressions 
that  were  favorable. 

§43  The  letter  on  page  274  opens  with  the  "news-value"  para- 
graph, which  doubtless  makes  a  strong  and  interest-arousing 
appeal  to  clergymen  to  whom  it  was  sent.  It  is  a  smooth  play 
for  a  salesman's  interview.  Its  appeal  is  made  on  a  basis  in 
which  every  clergyman  is  vitally  interested  and  it  suggests 
helpfulness  and  thorough  understanding  of  his  particular 
problem. 

The  letter  on  page  275  is  constructed  along  lines  very  simi- 
lar to  preceding  letter  to  clergymen.  It  gives  a  reason  for  writ- 
ing and  brings  up  the  point  of  ordering  holiday  goods  in  time, 
which  really  is  its  object.  The  body  of  the  letter  shows  willing- 
ness to  co-operate  and  special  inducements.  The  closing  gives 
a  reasonable  basis  for  demanding  immediate  action. 

The  letter  on  page  276  is  more  strictly  an  advertising  an- 

[971 


LETTERS  THAT  MAKE   GOOD 

nouncement,  but  it  plays  on  human  interest  and  the  unique 
paragraphing  makes  it  striking  and  undoubtedly  adds  to  the 
element  of  force. 

The  letter  on  page  277  is  intensely  personal  in  its  tone. 
The  first  paragraph  furnishes  the  reason  for  writing  and  makes 
a  point  of  contact  between  the  writer  and  reader.  In  the  body 
of  the  letter  is  a  carefully  prepared  argument  or  selling  talk 
well  adapted  to  making  a  strong  and  telling  appeal  to  the 
particular  class  to  whom  it  was  sent.  The  closing  suggests 
action  in  a  manner  that  should  appeal  from  the  reader's  point 
of  view. 

§44  On  page  278  is  a  letter  used  by  a  crockery  salesman  on  a 
list  of  western  customers.  The  first  paragraph  furnishes  the 
reason  for  writing  and  forms  a  point  of  contact.  The  body  of 
the  letter  contains  good  soimd  argument  for  the  goods  and  bids 
strongly  for  the  prospective  customer  to  postpone  buying  until 
he  sees  this  unusual  line  of  goods.  It  proved  effective  in  in- 
creasing this  salesman's  sales  several  thousand  dollars  over  the 
previous  year. 

§45  On  pages  279,  280,  and  281  are  three  letters  used  by  a 
lumber  dealer.  In  each  case  the  opening  paragraphs  are  state- 
ments from  the  reader's  point  of  view.  Based  on  these  para- 
gaphs  the  remainder  of  each  letter  is  a  general  sales  talk.  They 
brought  a  very  perceptible  increase  in  the  daily  purchases  from 
this  concern  by  contractors  and  builders  during  the  period 
while  they  were  used. 

§46  The  six  letters,  pages  282  to  287,  were  contributed  by 
F.  H.  Chase  as  a  series  that  were  very  useful  in  getting  more 
business  from  old  customers,  and  stirring  up  many  that  were 
not  buying  regularly. 

§47  The  letter  on  page  288  is  strong  in  imagination.  It  aims 
to  create  irresistible  desire  by  its  tempting  descriptions.  It  is 
in  no  way  personal  and  depends  for  its  point  of  contact  on  the 

[98] 


LETTERS  THAT  MAKE   GOOD 

chance  that  some  of  the  delicacies  described  will  appeal  to  the 

reader. 

§48    On  page  289  is  a  letter  contributed  by  Mr.  Jens  C.  Petersen 

which  brought  the  most  and  best  results  of  any  letter  he  has 

ever  used,  and  he  comments  on  it  as  follows: 

"This  letter  developed  $2,275  worth  of  business 
from  only  $52  worth  of  advertising  alone.  It  was  the 
second  letter  used  in  answer  to  inquirers  who  had  seen 
a  certain  one  of  my  houses  illustrated  in  a  magazine. 
These  inquirers  wrote  in  concerning  these  plans.  Fail- 
ing to  hear  from  them,  I  wrote  this  letter. 

"My  explanation  of  this  letter  is  that  it  had  just 
enough  of  antagonistic  temperament  to  almost  compel 
them  to  answer  it.  My  closing  remark  convinced  them 
there  was  no  other  way  than  to  answer  my  letter." 

§49  Two  excellent  letters  from  a  retail  clothing  store,  one  to 
men  and  the  other  to  mothers  of  boys,  are  on  pages  290  and  291. 
The  main  argument  is  satisfying  customers  in  merchandise  and 
methods  and  in  a  general  way  trying  to  create  and  maintain 
good  will.  These  letters  are  general  where  the  letter  to  pro- 
duce direct  sales  must  as  a  rule  be  specific.  These  letters  are 
an  inducement  to  patronize  this  store  for  wants  in  this  line,  but 
do  not  create  demand. 

§50  The  two  letters  on  pages  292  and  293  are  commented  on 
by  Mr.  Frederick  W.  Aldred  as  follows: 

"These  letters  were  carefully  filled  in  with  names 
of  customers.  The  linen  letter  was  written  to  a  picked 
list  of  twelve  hundred  women,  all  of  whom  were  known 
personally  to  the  signer,  our  Vice-President.  The  re- 
sults would  not  have  been  so  great,  of  course,  except 
that  this  is  done  annually.  Nevertheless,  we  have  done 
a  tremendous  volume  of  business  in  fine  linens  during 

199] 


LETTERS  THAT  MAKE   GOOD 

this  sale  and  at  times  women  have  had  to  make  appoint- 
ments ahead  in  order  to  get  the  attention  of  the  signer. 

"The  second  letter  (page  293)  pulled  so  hard,  and 
that  from  the  very  best  class  of  women  in  the  state, 
that  we  were  obliged  to  put  up  a  fence  on  the  stairway 
leading  to  the  Trocadero  and  let  women  in  and  out  by 
small  groups.  Our  sales,  of  course,  were  tremendous 
for  a  store  of  our  size. 

"The  open  sesame  to  good  letter  writing  is  the 
phrase  'You  versus  I'  which  instantly  with  compelling 
force  impresses  upon  one  while  writing  the  fact  that 
the  other  fellow's  point  of  view  is  all  important  and 
mine  of  absolutely  no  importance  whatever,  except  in 
so  far  as  I  can  change  my  point  of  view  to  his  and 
direct  the  latter  to  the  results  aimed  at,  whether  these 
results  be  buying  goods,  speaking  at  a  dinner,  voting 
for  a  candidate  or  doing  a  favor. 

"This  is  as  true  of  personal  and  friendly  letters 
as  of  business  letters,  altho  not  always  apparently  so 
for  the  reason  that  you,  as  a  friend,  may  be  intensely 
interested  in  my  personality,  thoughts,  and  experi- 
ences; while  you  as  a  business  man  are  only  interested 
in  business  letters  for  the  direct  bearing  they  have  on 
your  business  interests  or  professional  pursuits." 

§51  On  page  294  is  a  letter  used  by  a  Boston  clothing  house 
and  was  accompanied  by  a  copy  of  a  350-page  book  published 
by  the  Boston  Chamber  of  Commerce.  One  thousand  copies 
of  this  book  which  retailed  at  $2  a  volume  were  sent  out.  This 
is  an  ideal  good-wLU  letter.  It  was  sent  largely  to  professional 
men  and  the  appeal  is  made  from  a  viewpoint  that  should  make 
it  of  strong  publicity  value. 
§52    The  letter  on  page  296  brought  larger  returns  than  any 

[100] 


LETTERS  THAT  MAKE   GOOD 

other  ever  used  by  this  firm.  The  appeal  is  intended  to  pull 
from  the  highest  class  trade.  No  specific  appeal  is  made  and  it 
is  merely  a  little  quality  talk  opened  with  an  implied  compli- 
ment, both  of  which  seemed  to  be  very  effective. 
§53  The  letter  on  page  297  made  use  of  a  check  for  $1  which 
applied  on  the  first  purchase  under  certain  conditions.  This 
would  naturally  attract  attention  and  secure  a  reading  for  the 
letter.  The  letter  proved  a  big  business  getter,  and  the  return 
of  the  checks  made  it  very  easy  to  tabulate  results.  A  list  of 
those  returning  checks  would  also  be  a  valuable  new  list  to  follow 
up  with  still  further  special  offers. 

§54  The  letter  on  page  298  brought  into  the  store  over  50  per- 
cent of  the  prospects  to  whom  it  was  sent.  It  created  the  best 
sort  of  feeling  and  while  open  to  criticism  in  many  ways,  proved 
to  be  a  very  valuable  business-getter.  The  opening  paragraph 
has  the  absolutely  selfish  viewpoint  of  the  advertiser,  yet  is 
so  put  that  the  old  customers  to  whom  it  was  sent  would  doubt- 
less take  it  somewhat  in  the  nature  of  a  compliment.  The 
comphment  is  taken  up  again  in  the  third,  fifth  and  sLxth  para- 
graphs in  such  a  way  as  hardly  to  be  resisted  by  women.  The 
fact  that  the  letter  would  put  the  advertiser  under  obligation  to 
any  prospect  who  came  to  the  store  in  response  to  it  would 
make  the  prospect  feel  absolutely  free  to  inspect  the  goods — it 
would  then  be  up  to  the  salesman,  as  it  is  in  every  case  where 
an  advertisement  brings  a  prospect  into  a  store. 
§55  The  letter  on  page  299  proved  to  be  a  very  effective  appeal 
to  the  class  of  people  addressed  and  made  an  unusually  big 
holiday  trade  for  the  florist  who  used  it.  The  invitation  to  in- 
spect the  offerings  without  obligation  would  naturally  appeal 
strongly  to  women. 

§56  The  nine  tailoring  letters,  pages  300  to  308  inclusive,  were 
contributed  as  being  especially  productive  of  results.  They 
are   far  above   the   average   letters   that   have   been   used   in 

[101] 


LETTERS  THAT  MAKE   GOOD 

this  line  and  were  selected  from  many  diHerent  sources  and 
localities. 

§57  The  letter  on  page  309  is  written  in  an  interesting  vein 
that  should  appeal  to  the  class  addressed.  It  is  the  tone  of  the 
letter  probably  more  than  any  other  quality  that  makes  its 
strength  of  appeal. 

§58  On  pages  310,  311,  and  312  are  three  letters  that  were  used 
by  an  enterprising  newsdealer  in  soliciting  trade  in  a  select  dis- 
trict. The  quality  of  stationer^'  used  and  the  general  tone  of 
the  letters  would  appeal  to  the  more  discriminating  prospects 
addressed. 

§59  The  letter  on  page  313  opens  with  the  headline  paragraph. 
The  whole  letter  tends  to  fill  the  reader  with  the  spirit  of  ideal 
suburban  life.  In  the  closing  paragraphs  the  possible  objections 
are  met  in  a  general  way. 

On  pages  314  and  315  are  two  letters  to  real  estate  owners 
on  the  management  of  property.  The  second  letter  uses  a 
human  interest  story  that  would  hardly  go  unread  by  anyone 
interested  in  real  estate. 

§60  The  letter  on  page  316  is  illustrative  of  a  simple  proposi- 
tion for  keeping  in  touch  with  customers  and  showing  interest 
in  their  patronage.  It  has  a  value  of  general  advertising  aside 
from  what  direct  orders  might  result,  although  it  proved  more 
than  ordinarily  satisfactory  in  immediate  results. 
§61  The  letter  on  page  317  is  essentially  a  formal  business  an- 
nouncement in  the  first  paragraph.  It  was  sent  to  a  list  of 
automobile  owners  and  patrons  to  try  to  interest  them  in  a 
new  model  of  a  dift'erent  make  from  their  own  cars,  yet  carefully 
avoiding  any  suggestion  that  might  offend.  It  is  not  strong  as 
a  sales  letter  but  as  a  good-wiU  letter  was  very  effective. 
§62  The  letter  on  page  318  was  successful  in  getting  immediate 
business  from  over  50  percent  of  the  prospects  to  whom  it  was 
sent,  who,  of  course,  were  customers  who  had  been  on  their 

[102] 


7 


LETTERS   TIL\T  MAKE   GOOD 

books  previously.    It  gives  some  interesting  specific  information 

that  could  hardly  fail  to  convince. 

§63    The  letter  on  page  v'lQ  proved  to  be  a  very  effective  short 

letter.    In  the  first  paragraph  there  is  a  comparison  that  brings 

out  the  point  of  the  letter  in  a  simple  and  telling  way.    It  carries 

an  air  of  confidence  which  sounds  businesslike  without   any 

attempt  to  overdo  it. 

§64    The  two  letters,  pages  320  and  321,  were  actually  written 

by  a  woman  and  have  an  appeal  that  is  rather  hard  to  get  except 

through  the  personality  of  the  writer. 

The  letter  on  page  322  is  of  the  more  personal  kind  and 
makes  its  appeal  along  personal  lines. 

The  letter  on  page  323  gains  attention  by  its  appeal  to 
patriotic  pride.  This  letter  was  written  by  a  woman  and  in  that 
vein  of  woman-to-woman  talk. 

§65  The  letter  on  page  324  is  one  that  proved  highly  successful 
for  a  large  public  service  corporation.  Forty-five  thousand  of 
these  letters  were  sent  out  to  consumers;  125  replies  were 
received  the  same  day  the  letter  was  mailed;  2,578  replies  were 
received  on  the  second  day;  1,037  replies  were  received  on  the 
third  day;  930  replies  were  received  on  the  fourth  day.  In  all 
7,431  replies — nearly  12  percent — were  received.  Of  these  6,945 
expressed  themselves  as  entirely  satisfied  with  the  service. 
Mild  criticism  and  suggestion  were  received  from  396. 

As  a  stamped  addressed  envelope  was  enclosed  for  reply, 
the  company  naturally  assumed  that  those  who  did  not  reply 
were  satisfied  with  the  service,  or  at  least  had  no  specific  criti- 
cism to  offer.  This  letter  together  with  an  analysis  of  returns 
was  published  in  all  the  daily  papers  in  the  city  as  a  display 
advertisement  on  the  sixth  day  after  it  was  sent  out.  This 
shows  the  advantage,  even  in  a  good-will  letter,  of  asking  some 
specific  question  or  making  some  specific  suggestion.  In  this 
case  complaints  were  called  for,  but  by  far  the  larger  number 

[103] 


LETTERS  THAT  MAKE   GOOD 

of  replies  were  commendations  instead — which  was,  indeed,  to 
be  expected. 

The  complaints  were  taken  up  mdi\ddually  and  straight- 
ened out  to  the  satisfaction  of  the  parties  making  them. 

Thus  the  letter  accomplished  a  threefold  purpose :  it  brought 
out  whatever  dissatisfaction  existed  and  enabled  the  company 
to  correct  it;  it  proved  tremendously  successful  as  a  good-will 
letter,  as  the  replies  show;  it  brought  out  some  very  valuable 
facts  that  were  used  in  advertising  to  possible  consumers. 
Each  letter  was  carefully  "filled  in,"  thus  making  it  appear 
to  be  a  personal  tj^jewritten  letter.  >  It  is  not  a  masterpiece 
of  rhetoric,  but  a  simple,  personal  message  from  the  General 
Superintendent. 

§66  The  letter  on  page  325  was  sent  to  a  list  of  ten  thousand 
names  throughout  the  rural  districts  of  New  England.  It  is 
personal  in  its  tone,  makes  an  appeal  to  holiday  generosity, 
suggests  bu>'ing  for  gifts,  and  has  a  strong  close.  The  returns 
were  unusually  large  for  a  letter  of  this  kind. 
§67  The  two  mail  order  letters  on  pages  326  and  327  are  excel- 
lent examples  of  right-to-the-poLnt-ness  and  cannot  help  but 
inspire  confidence  in  the  business  house  that  used  them.  They 
proved  to  be  big  winners. 

§68  The  two  letters,  pages  328  and  331,  were  contributed  by 
Mr.  Edward  B.  Waldron  as  the  most  resultful  of  any  he  has 
ever  used  in  the  mail  order  piano  business.  They  are  not  as 
long  as  the  usual  letter  used  by  the  piano  houses  which  range 
from  two  to  five  pages.  These  letters  were  designed  to  appeal 
to  the  rural  classes  and  brought  a  large  percentage  of  orders. 
§69  The  two  letters,  pages  333  and  337,  were  contributed  with 
the  following  comments  by  Mr.  A.  R.  Wellington: 

"Owing  to  the  class  of  people  with  whom  we  have 

dealings  our  letters  are  necessarily  of  considerable  length 

and  deal  specifically  with  the  premium  proposition. 

[104] 


LETTERS  THAT  MAKE   GOOD 

"In  other  words,  the  letters  I  have  written  which 
I  beheve  have  brought  the  best  results  in  dollars  and 
cents,  have  been  of  extreme  length,  going  into  the 
proposition  in  detail,  and  the  success  of  these  letters,  I 
believe,  has  been  due  to  the  plain  way  in  which  I  have 
tried  to  state  facts. 

"The  keynote  of  the  letters  I  have  written  has 
been  the  use  of  the  'heart-to-heart'  idea,  taking  the  pos- 
sible customer  entirely  into  my  confidence  and  trying 
to  explain  my  proposition  to  him  in  such  a  way  that  he 
feels  what  we  have  to  o£fer  is  more  valuable  to  him 
than  the  money  he  has  to  pay  for  it. 

"The  first  letter  (page  333)  is  what  we  call  our 
second  follow-up  letter  and  is  sent  out  about  thirty 
days  after  the  original  offer  is  made.  In  looking  over 
our  records,  I  find  that  without  any  question  this 
letter  has  brought  better  returns  for  the  money  ex- 
pended than  any  proposition  we  ever  put  out. 

"The  other  letter  (page  337)  was  an  appeal  for 
quick  payment  of  money  due  on  old  accounts.  We 
collected  thousands  of  dollars  from  the  use  of  this 
letter  and  without  the  use  of  a  premium  of  any  sort. 
I  simply  took  advantage  of  the  fact  that  we  had  suf- 
fered a  severe  loss  by  fire  some  time  previous  to  the  date 
of  this  letter,  and  we  were  building  a  new  factory  which 
necessitated  a  large  outlay  of  cash.  To  sum  the  whole 
thing  up  I  told  our  customers  the  truth  and  obtained 
far  greater  results  than  from  any  other  methods  of 
collection  used. 

"In  connection  with  this  letter  I  also  want  to  state 
that  what  you  might  call  commercial  license  has  been 
taken  so  far  as  the  grammatical  construction  is  con- 
cerned.   Remember  that  we  are  dealing  entirely  with 

[105] 


LETTERS  THAT  MAKE   GOOD 

the  farming  class  and  further  than  that,  with  the  small 
stock  raiser,  and  people  of  this  class  require,  to  my 
mind  at  least,  a  different  sort  of  soHcitation  than  do 
farmers  who  are  more  interested  in  diversified  farming." 

§70  The  letter  on  page  338  is  highly  imaginative  and  seems  to 
depend  almost  entirely  upon  creating  desire  by  this  method  and 
then  leaving  the  reader  to  act  without  explicit  suggestion.  The 
offer  to  ship  on  approval  is  depended  on  as  the  clincher,  the  final 
paragraph  being  too  formal  to  stir  the  prospect  to  action  other- 
wise. It  is,  however,  one  of  the  most  productive  letters  ever 
used  by  this  firm  and  brought  excellent  returns. 
§71  The  nine  letters,  pages  339  to  348  inclusive,  were  contrib- 
uted by  Mr.  T.  W.  LeQuatte  with  the  following  comments: 

"No.  37  (page  339)  is  sent  to  advertisers  who  are 
using  other  papers.  It  is  not  intended  or  expected  that 
it  will  bring  an  immediate  reply.  I  have  never  found 
it  profitable  to  attempt  to  make  an  advertiser  decide 
for  or  against  our  pubhcation  with  one  letter,  but 
have  started  this  correspondence  with  the  view  lo 
carrying  on  an  educational  campaign  which  will  cul- 
minate in  an  order.  You  will  note  that  there  is  very 
little  said  in  any  of  these  letters  about  an  order.  My 
aim  has  been  to  educate  the  advertiser  to  the  point 
where  the  order  will  come  voluntarily  and  as  a  result 
of  his  own  deUberate  judgment  rather  than  to  force 
him  by  any  briUiant  and  swiftly  moving  campaign  to 
use  our  publication  either  against  his  judgment  or 
without  a  full  knowledge  of  what  he  is  doing. 

"No.  56  and  No.  66  (pages  340  and  341)  are  intended 
for  the  advertiser  who  has  been  confining  himself  to  a 
restricted  campaign  in  a  small  territory  or  to  the  adver- 
tiser who  does  not  feel  able  to  pay  our  rate,  but  who  is 

[106] 


LETTERS  THAT  MAKE  GOOD 

using  a  combination  of  other  publications  that  cost 
more  and  reach  fewer  farmers. 

"No.  64  (page  342)  was  originally  written  to 
answer  a  man  who  questioned  the  quaUty  of  our  circu- 
lation and  has  since  been  used  as  a  matter  of  general 
information. 

"No.  63  (page  343)  is  a  sort  of  final  effort  to  get  a 
reply  and  is  successful  in  more  than  85  percent  of  the 
cases.  It  is  sent  anywhere  from  the  third  to  the  fortieth 
or  fiftieth  letter,  depending  altogether  on  the  circum- 
stances. Whenever  I  am  ready  to  call  for  a  show  down 
I  use  that. 

"No.  59  (page  344)  is  intended  to  overcome  pos- 
sible criticisms  that  may  have  been  aroused  in  the  mind 
of  any  man  because  of  anything  that  we  may  have  said 
in  any  previous  letter,  and  to  impress  the  advertiser 
with  the  fact  that  we  are  not  knocking  anybody  else, 
but  that  we  are  giving  him  the  plain,  unvarnished  facts 
from  time  to  time  because  he  is  entitled  to  them. 

"The  fact  that  our  business  has  more  than  doubled 
in  the  last  three  years  is  not,  in  my  opinion,  so  definite 
an  endorsement  of  our  plan  of  getting  the  business  as  is 
the  fact  that  most  of  the  advertisers  who  begin  to 
use  our  paper  continue  to  use  it  from  year  to  year. 
In  other  words,  by  avoiding  the  hothouse  method  of 
sprouting  a  desire  or  a  willingness  to  try  our  paper  and 
by  sticking  to  the  educational  method  of  developing 
actual  and  definite  knowledge  which  results  in  an 
order,  we  are  not  only  getting  the  business  but  we  are 
keeping  it." 

§72    The  two  letters,  pages  350  and  351,  were  contributed  by 
Mr.  Louis  W.  Wiley  as  examples  of  some  of  the  letters  that 

[107] 


LETTERS  THAT  MAKE   GOOD 

have  been  notably  successful  in  getting  advertisers  to  use  his 

paper. 

§73     Mr.  S.  R.  McKelvie  contributed  the  letters  on  pages  352, 

353,  and  354  as  three  which  were  unusually  good  producers  of 

business.     The  one  "Pigs  is  Pigs"  produced  a  single  order  of 

$436.80. 

§74    Eight  letters,  pages  355  to  368  inclusive,  were  contributed 

by  Mr.  A.  D.  Bishop,  concerning  which  he  says: 

"For  five  years  past  similar  letters  have  been  sent 
out  each  month.  It  is  difficult  to  determine  just  which 
of  these  sixty  or  more  that  have  been  issued  produced 
the  best  results. 

"We  simply  know  that  they  have  attracted  con- 
siderable attention  and  no  doubt  have  contributed 
somewhat  in  extending  the  name  of  our  paper.  We 
have  within  the  past  four  years  spent  nothing  for 
advertising  purposes  save  the  publication  and  dis- 
tribution of  these  letters." 

§75    The  eight  letters,  pages  369  to  378  inclusive,  are  com- 
mented on  by  Mr.  E.  Wallace  Brainard  as  follows: 

"The  purpose  of  these  letters  was  to  attract  atten- 
tion, arouse  interest,  stimulate  desire,  and,  by  their 
constant  dripping,  sell  advertising  space. 

"I  have  found  them  all  ver>'  valuable  in  develop- 
ing a  business  friendship  by  correspondence  and  hence 
gaining  an  advertiser's  confidence  likewise  in  time 
secures  his  advertising." 

§76    On  pages  379,  380,  and  381  are  three  letters  contributed 
by  Mr.  Joseph  W.  Hill  as  samples  of  some  that  have  produced 
very  good  returns  in  soliciting  advertising  for  directories. 
§77     The  letter  on  page  382  has  brought  forth  many  favorable 
comments  from  advertisers  and  has  been  the  means  of  increas- 

[108] 


LETTERS  THAT  MAKE   GOOD 

ing  the  sale  of  advertising  space  in  the  farm  paper  which  used 
it.  It  shows  a  knowledge  of  the  statistics  of  farming  and  this 
implies  an  equally  correct  understanding  of  farming  itself, 
therefore  a  paper  in  which  subscribers  have  confidence  and  con- 
sequently a  valuable  paper  in  which  to  advertise.  It  also  shows 
prosperity  of  the  farmer,  a  condition  favorable  to  the  liberal 
expenditure  of  money  on  advertising  in  farm  journals. 
§78  On  pages  383,  384,  and  385  are  three  letters  contributed 
by  Elbert  Hubbard  on  which  he  makes  the  following  comments: 

"I  have  used  these  letters  with  great  advantage 
and  benefit.  However,  I  would  not  recommend  any 
one  else  to  follow  the  general  style  of  these  too  closely. 

"The  fact  is  that  every  business  is  a  sort  of  indi- 
vidual problem,  and  while  these  letters  brought  me  big 
returns,  business  men  who  deal  in  staples  might  con- 
sider the  missives  a  trifle  frivolous." 

§79  The  letter  on  page  386  gets  down  to  business  without  any 
unnecessary  words  in  the  first  paragraph.  The  second  para- 
graph tends  to  overcome  the  objection  of  any  who  might  be 
prejudiced  in  favor  of  other  mediums  than  the  class  men- 
tioned, thus  avoiding  any  antagonism  at  the  start.  The  remain- 
der of  the  letter  is  devoted  to  argument  and  is  closed  with  an 
offer  to  explain  an  interest-arousing  proposition  assumed  to  be 
new  to  the  reader. 

§80  On  pages  387,  388,  389,  and  390  are  four  letters  used  by 
trade  journals  to  sell  advertising  space.  They  open  from  the 
reader's  point  of  view  and  are  straight-selling  talk  throughout. 
The  first  two  close  with  a  strong  bid  for  action,  the  others  take 
the  attitude  of  mere  fertilizers  for  more  vigorous  suggestions  to 
follow. 

§81  Mr.  John  Horace  Lytle  has  contributed  the  four  letters 
on  pages  391,  392,  393,  and  394  as  letters  that  were  especially 

[109] 


LETTERS  THAT  MAKE  GOOD 

productive  in  securing  subscriptions  for  a  magazine.  The  first 
letter  gets  the  attention  at  the  start  by  introducing  some  man 
well  known  to  the  class  of  readers  to  whom  it  was  sent.  This 
method  seldom  fails  to  get  attention  and  interest,  especially 
when  it  is  backed  up  by  something  substantial  as  it  is  in  this 
case.  The  second  letter  is  based  on  the  principle  of  arousing 
the  curiosity  to  the  point  of  ordering  on  the  strength  of  a  gen- 
eral statement,  the  postscript,  of  course,  making  a  special  offer 
that  is  no  small  part  of  its  purpose.  The  remaining  two  letters 
feature  special  offers.  In  these  cases  the  effectiveness  of  the 
letters  Ues  in  the  sales  plans  rather  than  in  the  writing  of  the 
letters  themselves. 

§82  Mr.  A.  L.  Pelton  has  contributed  four  letters,  pages  395 
to  401,  as  the  form  letters  which  have  stood  up  above  all  others 
in  point  of  returns.     He  says: 

"Two  of  these  are  get-the-money  letters;  two  are 
'on  approval'  offers. 

"With  letter  No.  1  (page  395)  there  went  a  four- 
page  descriptive  circular,  on  the  front  of  which  were  the 
hands  holding  out  the  book,  with  same  wording  in 
display  as  in  under  the  cut  on  letterhead;  the  order 
coupon  also  had  the  cut  on  the  left  side  of  it. 

"Letter  No.  2  (page  396)  sold  books  in  good  shape. 

"Letter  No.  3  (page  397)  was  sent  out  immediately 
after  the  close  of  the  Boston  Advertising  Convention, 
and  went  to  delegates  who  attended  the  convention. 

"Letter  No.  4  (page  399)  was  sent  to  4,500  mem- 
bers of  the  various  advertising  clubs,  with  special 
commendations  from  advertising  men.  One  'high- 
brow' said  it  was  a  'rotten'  letter,  too  long,  and  all 
that.  A  dozen  other  advertising  managers  said  it  was 
a  masterpiece.     And  as  it  took  out  $2,500  worth  of 

[110] 


LETTERS  THAT  MAKE   GOOD 

books,  we  will  give  it  the  benefit  of  the  doubt  and  say 
that  from  a  business-getting  viewpoint  it  was  not  abso- 
lutely a  failure." 

§83  The  four  letters,  pages  402,  403,  404,  and  405,  were  con- 
tributed by  Mr.  John  Ir\'ing  Romer  and  are  letters  that  have 
been  productive  of  good  results  and  many  favorable  comments. 
The  easy  conversational  style  carries  the  reader  along  almost 
unawares  and  is  conducive  to  a  state  of  mind  that  lends  itself 
readily  to  confidence  and  suggestion.  Mr.  Romer  modestly 
says  that  they  are  not  model  letters,  but  it  is  certain  that  their 
good  quahties  far  outweigh  those  of  many  letters  that  have 
been  held  up  to  us  as  models. 

§84  On  pages  406,  408,  and  410  are  three  letters  used  by  the 
Curtis  PubUshing  Company.  They  are  studies  in  merchan- 
dising from  the  manufacturer's  point  of  view  and  should  inspire 
confidence  in  the  ability  of  these  publishers  to  help  him  with 
his  problems.  They  dwell  more  on  trade  conditions  and  argu- 
ments and  less  on  the  publications  themselves  than  most  pub- 
lishers' letters  and  it  is  undoubtedly  this  feature  that  places  them 
in  the  Ust  of  productive  sales  letters. 

§85  On  page  412  is  a  letter  contributed  by  Mr.  B.  H. 
Tichnor,  Jr.  It  was  first  sent  to  dealers  with  excellent  results, 
and  afterward  was  used  by  a  number  of  retailers.  One  book 
store  sent  it  out  to  a  list  of  2,000  and  it  sold  over  10  percent  of 
them  direct  by  mail.  It  is  a  strong  human-interest  letter,  makes 
a  forceful  appeal  to  sympathy  and  imagination,  and  is  remark- 
ably well  adapted  to  the  proposition  it  has  to  offer. 
§86  The  letters  on  pages  413  to  426  inclusive  were  contributed 
by  Mr.  L.  C.  Ball  and  commented  on  as  follows: 

"Our  follow-up  letters  are  designed  to  conform  to 
the  following  'Ideal,'  evolved  jointly  by  the  Sales  and 
Mail  Order  departments. 

[Ill] 


LETTERS  THAT  MAKE   GOOD 

"I  want  my  Selling  Talk  to  be  a  Service  Talk,  that 
will  be  worth  my  customer's  time  whether  or  not  he 
buys  my  goods. 

"I  want  it  to  tell  the  Truth. 

"To  be  a  perfectly  human  statement  of  the  Service 
I  can  give. 

"To  show  in  simple,  plain,  business  language, 
'You  can  use  my  goods.' 

"To  treat  my  proposition  as  a  purely  business 
matter  and  handle  it  in  a  businesslike  way. 

"To  use  Wit  only  with  Wisdom. 

"To  treat  every  man's  attention  as  his  business 
property,  not  to  be  secured  by  dishonest  means. 

"To  convince  and  persuade  Me  just  as  I  hope  to 
convince  and  persuade  my  Customer. 

"To  make  my  Customer  see  my  Proposition  more 
than  myself. 

"To  make  the  Merit  of  my  Goods  so  clear  that  my 
Customer  will  want  to  buy. 

"It  is  for  This  I  am  working. 

"Our  foUow-up  is  directed  especially  to  business 
and  professional  men,  and  it  is  necessary  for  each 
letter  to  make  a  general  statement  as  to  the  value  of 
our  proposition,  which  wiU  seem  to  be  a  specific  one 
to  everyone  who  receives  it.  To  generalize  is  fatal 
because  every  man  is  ready  to  say  that  his  business, 
his  personaUty,  his  problems  are  different  from  every- 
one's else. 

"The  letter  keyed  'N/A'  is  designed  to  develop 
inquiries  from  general  Usts  and  accompanies  a  Uttle 
booklet. 

"The  letter  keyed  'AS/A'  accompanies  our  Sheldon 
Book,  sent  in  response  to  inquiries  and  is    followed 

[112] 


LETTERS  THAT  MAKE  GOOD 

within  two  days  by  the  'PR-6'  letter  containing  the 
application  blank  with  testimonials. 

"The  letter  keyed  'AS/I-3'  is  the  last  of  a  series 
of  eight,  and  has  pulled  its  share  of  the  business  pro- 
duced by  the  follow-up,  although  accompanied  by  no 
enclosures  with  the  exception  of  an  enrollment  blank 
and  a  small  motto  card. 

"The  letter  keyed  'AS/D-3'  was  designed  to  take 
the  place  of  'AS/D-2'  which  was  very  efl&cient  in  kill- 
ing business — for  reasons  I  have  not  taken  time  to 
analyze — -I  suppose  that  it  hasn't  the  appeal  to  heart 
and  logic  which  the  'AS/D-3'  has.  This  letter  is  getting 
the  business. 

"You  may  consider  all  the  letters  of  our  follow-up 
to  be  more  or  less  alike,  but  I  aim  to  present  the  argu- 
ments from  several  different  standpoints  in  the  course 
of  the  follow-up.  In  any  event  the  letter  keyed  'AS/F-3' 
is  one  that  failed  and  I  am  substituting  for  it  the  letter 
keyed  'AS/F-4.' 

"The  letter  keyed  'AS/H-3'  is  one  that  failed. 

"  'AS/H-4'  is  pulling  where  all  previous  letters 
trying  to  make  this  point  have  failed. 

"Summing  up  the  reasons  for  the  failure  of  the 
two  letters,  'AS/D-2'  and  'AS/F-3,'  I  should  say  that 
on  an  educational  proposition  it  doesn't  pay  to  appeal 
merely  to  reason,  judgment,  and  intellect — there  must 
also  be  an  appeal  to  the  heart  side  or  feelings,  if  real 
results  are  to  be  expected.  As  to  the  reason  for  the 
failure  of  'AS/H-3'  I  don't  think  any  one  would  have 
to  puzzle  very  long  to  see  the  reason  why. 

"The  letter  keyed  'LCB/BJ'  is  being  sent  with  a 
little  booklet  entitled  'The  Man  Who  Bossed  Johnson' 
and  is  pulling  more  than  5  percent  of  leads  on  old  lists. 

(1131 


LETTERS  THAT  MAKE   GOOD 

It  is  entirely  different  to  the  'N/A'  letter  in  its  appeal, 
although  it  is  for  the  same  purpose." 

§87  The  four  letters  on  pages  427,  42S,  429,  and  430  are  com- 
mented on  by  Mr.  Hugo  Parton  as  follows: 

"These  letters  are  sent  out  to  a  selected  list  of  men 
in  the  larger  cities.  We  make  the  hsts  ourselves,  choos- 
ing the  more  substantial  men  in  all  walks  of  life.  Our 
proposition  is  a  difficult  one  to  write  form  letters  about 
because  we  have  no  specific  article  which  we  are  trying 
to  sell  to  one  class  of  men,  who,  by  their  business,  we 
know  to  be  in  the  market  for  such  a  thing. 

"We  are  trying,  out  of  a  clear  sky,  to  interest  a 
man  in  his  health  and  the  betterment  of  it.  We  are 
dealing,  not  with  an  article,  but  with  an  idea.  We  have 
to  make  these  letters  unusual,  and  interesting  enough 
to  get  the  man  to  read  in  the  first  place;  appealing 
enough  to  get  the  man  to  return,  for  further  informa- 
tion, the  postcard  we  enclose. 

"Furthermore  we  have  to  be  very  chary  of  talking 
about  exercise,  because  most  men  think  they  know  all 
about  exercise.  So  we  are  trying  to  interest  a  man  in 
a  thing  we  scarce  dare  to  mention  by  name  untU  we  are 
given  opportunity  to  explain  fully.  We  are  trying  to 
interest  the  best  class  of  men  in  the  country  and  it  is 
essential  to  make  our  letters  catchy;  it  is  also  essen- 
tial to  have  them  in  no  way  cheap. 

"In  view  of  these  facts  we  feel  that  our  letters 
have  been  very  successful,  as  some  of  them  bring  20 
percent  of  replies." 

§88  On  page  431  is  a  letter  that  was  very  productive  of  results 
for  a  boys'  camp.  The  appeal  was  made  to  physicians  to  en- 
courage boys  in  whom  they  were  especially  interested  to  go  to 

[114] 


LETTERS  THAT  MAKE   GOOD 

a  small  camp  whose  advantages  were  such  as  to  make  it  espe- 
cially adapted  to  boys  liable  to  be  under  the  physician's  care. 
The  letter  is  not  written  from  the  point  of  view  that  would  in- 
terest a  parent  as  there  is  no  appeal  to  the  heart  side.  It  takes 
the  practical  viewpoint  of  the  physician  and  results  proved  that 
this  was  the  correct  one. 

§89  The  two  letters,  pages  432  and  434,  were  contributed  by 
Mr.  D.  Arthur  Bowman  and  commented  on  as  follows: 

"To  create  a  desire  one  must  first  establish  a 
prestige.  To  do  this  latter  it  is  not  only  necessary  to 
have  character,  personaUty,  and  straightforwardness 
(NOT  flippancy)  in  the  investment  banking  house 
letters,  but  a  degree  of  helpfulness  and  suggestive  in- 
formation which  wiU  form  in  the  mind  of  the  prospect 
a  concrete  picture. 

"Summing  up,  the  first  point  to  be  established  is 
the  matter  of  confidence.  After  that  has  been  gained, 
the  facilities  of  the  house  should  be  briefly  explained. 
This  spells  service.  FinaUy,  distinct  offerings  of  secu- 
rities may  be  made,  which  means  the  exposition  of 
opportunity.  These  three  steps  properly  taken,  suc- 
cess should  foUow." 

§90  On  pages  435  to  441  inclusive  are  five  letters  that  have 
done  effective  work  for  a  large  trust  company  in  selling  securi- 
ties. The  stationery  and  all  details  were  of  the  highest  quality, 
which  is  an  unquestionable  advantage  in  this  class  of  business. 
§91  On  pages  442,  443,  444,  and  445  are  four  letters  that  were 
used  for  advertising  safe  deposit  boxes,  and  which  brought  them 
many  new  patrons.  The  first  letter  opens  with  the  news-value 
paragraph.  Not  general  news  but  of  interest  to  a  selected  list 
to  whom  the  letters  were  sent.  The  second  letter  is  a  little 
stronger  in  its   tone  and  the  sentence  paragraphing  increases 

[115] 


LETTERS  THAT  MAKE   GOOD 

the  emphasis  of  each  statement.  The  third  letter  opens  with 
a  general  statement  and  leads  up  to  the  argimient.  The  fourth 
letter  opens  with  a  comparison,  which  is  often  very  effective. 
§92  On  pages  446,  447,  and  448  are  three  letters  that  were 
used  by  a  brokerage  house  and  which  proved  to  be  rather  above 
the  ordinary  in  returns.  Each  used  postcard  enclosures  to 
facilitate  further  inquiry. 

§93  The  letter  on  page  449  was  used  by  a  brokerage  house  and 
was  unusually  productive.  There  was  a  very  high  percentage 
of  the  cards  returned  and  the  sales  from  these  inquiries  were 
highly  satisfactory.  It  has  the  tone  of  inside  information  with- 
out saying  it  in  so  many  words  and  from  that  point  of  view 
would  appeal  to  the  investor. 

§94  Four  letters,  pages  450  to  453,  that  were  used  in  raising 
money  for  the  celebration  of  a  city's  anniversary  were  contrib- 
uted by  Mr.  George  H.  Cooper.  He  comments  on  them  as 
follows : 

"I  think  these  letters  have  brought  more  results 
than  any  I  have  ever  used.  I  raised  $10,650  without 
leaving  my  desk  except  for  a  few  hours  to  gather  up 
a  few  little  amounts  that  I  could  get  that  way." 

§96  The  letter  on  page  454  was  contributed  by  Mr.  D.  M. 
Grover  and  commented  on  by  him  as  follows: 

"My  aim  was  to  bring  out  two  facts:  First,  that 
mutual  insurance  was  something  which  was  not  new  to 
the  citizens  of  Iowa  and  which  furnishes  sound  indem- 
nity; second,  it  was  economical.  It  brought  a  high 
average  of  results." 

§96  The  three  letters  on  pages  455,  456,  and  457  were  used  to 
promote  business  for  a  concern  producing  dupKcate  form  letters. 
They  brought  excellent  results.  They  are  of  the  cleverly  written 
type,  depending  on  sales  argument  rather  than  any  specific  plan 

[116] 


LETTERS   THAT  MAKE   GOOD 

for  trying  out  the  service.  On  pages  458  to  462  are  five  more 
letters  of  the  same  type  as  the  three  above,  and  which  also 
were  good  producers. 

The  three  letters  on  pages  463,  464,  and  465  were  used  for 
promoting  a  mail  order  service.  The  first  letter  aims  to  create 
sufficient  interest  for  an  interview,  the  others  have  specific 
trial  service  to  offer.  These  letters  proved  the  most  effective 
of  their  kind  ever  used  and  brought  54  orders  from  a  total  list 
of  362  names  that  were  not  selected,  the  total  amount  of 
business  being  $1,893.31. 

The  five  letters  on  pages  466  to  470  inclusive  brought  results 
which  were  unusually  satisfactory.  Many  complimentary  expres- 
sions were  received  by  the  printing  company  from  prospects 
to  whom  they  were  sent  and  requests  for  a  series  of  follow-ups 
of  this  "ginger"  tjrpe  were  constantly  coming  in.  A  large  in- 
crease in  the  volume  of  their  business  was  the  direct  result  of 
this  series. 

§97  The  four  letters  on  pages  471,  473,  474,  and  475  were  used 
by  an  engraving  house  with  unusually  good  results  from  each 
letter.  The  letter  on  page  471  has  received  a  great  deal  of 
severe  criticism,  but  was  one  of  the  biggest  business-pulling 
letters  ever  used  by  this  house. 

§98  On  pages  476,  477,  and  478  are  three  letters  contributed 
by  Mr.  H.  Arthur  Engleman  of  London,  and  which  were  used 
by  him  in  an  English  advertising  campaign.  These  letters  were 
used  to  follow  up  incjuiries  produced  by  advertising  in  class 
publications.  The  campaign  was  highly  successful  and  orders 
were  produced  at  a  very  low  cost. 

§99  The  two  letters  on  pages  479  and  480  were  contributed  by 
Mr.  Herbert  J.  A.  Reid  of  London.  These  were  used  to  follow 
up  incjuiries  from  magazine  advertising.  A  hand  book  was 
sent  immediately  in  response  to  the  inquiry  and  then  the  letters 
were  posted  at  intervals  of  two  weeks.    The  two  letters  here 

[117] 


LETTERS  THAT  MAKE   GOOD 

shown  have  been  the  most  successful  of  any  used  in  this  cam- 
paign. They  have  brought  hundreds  of  comments  on  their 
advertising  merits  from  recipients  in  America.  Their  strength 
probably  lies  in  their  personal  and  confidential  tone  as  these 
qualities  would  naturally  appeal  in  a  proposition  of  this  nature. 
§100  On  pages  481  to  486  are  six  letters  contributed  by  Mr. 
Stanley  ¥.  Talbot  of  London,  as  examples  of  big  business  pullers 
used  by  him  in  England. 

Page  481.  A  foUow-up  letter  used  by  the  pioneers  of  fac- 
simile letters  in  London.  It  proved  most  effective  and  brought 
a  large  number  of  inquiries  and  opened  many  dormant  accounts. 

Page  482.  A  letter  used  by  the  same  firm  to  create  inter- 
est in  their  process  of  "Offset"  Lithography,  and  this  also  proved 
a  winner  of  business. 

Page  483.  This  letter  was  sent  only  to  those  people  who 
were  likely  to  be  interested  in  reaching  the  British  golfers  and 
brought  forth  much  profitable  business. 

Page  484.  This  letter  proved  perhaps  the  most  resultant 
of  the  lot,  the  postcard  which  accompanied  it  making  it  easy 
to  reply  to,  and  from  the  total  number  of  firms  approached  in 
this  way,  20  percent  sent  in  an  inquiry. 

Page  485.  A  letter  sent  out  by  a  London  firm  of  tailors 
and  which  brought  a  large  number  of  replies. 

Page  486.  A  letter  which  was  used  in  a  mail  order  propo- 
sition to  introduce  a  new  line  of  cocoa.  Although  long,  it  opens 
attractively  and  should  be  read  right  through  by  the  recipient. 
§101  The  letter  on  page  487  was  contributed  by  Mr.  Charles 
E.  Dawson  of  London,  as  the  most  successful  of  any  he  has 
ever  written.  It  is  rather  long  but  well  connected.  The  two 
postscripts  are  unique  and  breaks  make  the  letter  seem  easier 
to  read,  which  is  always  an  advantage  in  a  long  letter. 


[118] 


O.  H.  BLACKMAN 
F.J.HERMES 


Blackman-Ross  Company 

<:_Advertising 


F.J.ROSS 
J.  K.  FRASER 


SET   IN   BOOKHAN   OLDSTILE   ANO   tOOHHAN   ITALIC 

VCRSATILE    OltNAMrNT 

AMtniCAM   TTPC   FOUNOCns   COMPANY 


No.  10  EAST  33rd  STREET 


New  York  City 


Dear  Sir:- 

We  want  you  to  know  us. 

Some  day  it  nay  prove  useful. 

We  won't  explain  here  the  character  of  our  worjc.   In- 
stead we  will  give  the  character  of  our  thoughts. 

To  hegin  with:  We  don't  aira  to  develop  unsettled  "busi- 
nesses. 

Wa  believe  in  building  on  a  solid  foundation  and  we 
seek  the  manufaoturer  who  has  laid  his. 

In  our  own   business  we  could  esiploy  novices  and  try  to 
make  them  strong.  Ic. zti.a.'i   wd  e'.-.iloy  strong  nen  and  try  to 
make  them  stronoier.   We  have  adopted  inside  the  policy  we 
aim  to  follow  outside. 

Wo  seek  only  advertisers  who  are  s-iuare  with  the  public 
-  of  which  W3  are  a  part.  We  saek  only  products  whose  honest 
story  is  a  strong  one. 

We  don't  aim  to  supply  ginger  to  those  who  lack  It. 
We  save  ours  for  those  who  have  it. 

We  know  we  have  ability  and  we  seek  customers  who  will 
bring  it  out. 

We  have  few  fired  advertising  fonaulas.   One  is  - 
avoid  the  "only  way":  the  track  is  too  crowded. 

We  have  little  patience  with  the  experienced  man  who 
says  he  kro.Tg  l.e.ia  atoit  a.ivortlsing  now  than  when  ha 
started.   We  know  we  know  more. 

We  realize  that  successful  advertising  is  no  child's 
play.  But  we  welcome  the  difficulties  as  a  good  stimulant 
to  good  work. 

We  doubt  the  usefulness  of  terms  like  "Service",  "Co- 
operation", "Coiisuxor  Influence"  and  "i'crohandising".   ??e 
believe  they  are  too  big  for  small  men,  and  too  vague  for 
big  ones. 

We  feel  frankly  that  the  efficiency  spirit  is  leading 


§1 


11211 


-2- 

advertlsera  astray  in  their  copy.   The  puhllo  has  other 
occupations  as  useful  as  advertisement  reading.   We  feel 
that  we  should  take  oare  lest  they  find  them  more  interest- 
ing. 

Wo  believe  that  an  advertisement  should  hold  both  what 
the  manufacturer  wants  to  say  and  what  the  public  wants  to 
read. 

To  accomplish  this,  we  believe  in  the  waste  basket. 

We  believe  good  work  on  the  trade  is  too  vital  to  bandy 
words  over.   But  we  find  most  advertising  to  the  trade  slip- 
shod.  We  believe  printed  talk  to  the  Jobber  and  retailer 
should  be  studied  as  carefully  as  advertising  to  the  public. 

This  brings  us  back  to  the  waste  basket. 

Every  member  of  our  firm  Is  bigger  than  all  the  rest  of 
us  in  some  particular.   An  exchange  of  views  helps  us  all. 
We  believe  our  views  have  the  same  value  to  the  manufacturer. 

We  take  the  successes  of  advertising  with  a  grain  of 
salt.  We  have  had  our  quota.   But  after  we  have  given  the 
manufacturer  his  just  dues,  we  find  we  must  content  our- 
selves f/ith  a  moderate  share  in  the  credit.   Advertising 
has  seldom  saved  a  business  fundamentally  weak,  though  it 
has  greatly  strengthened  many  businesses  fundamentally 
strong. 

We  believe  the  advertising  agent  works  best  with  a  good 
advertising  manager  and  the  manager  best  with  a  good  agent. 

That  is  all  for  the  present. 

We  are  sending  this  to  some  who  are  customers  of  good 
friends  of  ours.   It  is  not  private.   It  doesn't  aim  to  sow 
discontent.  But  in  this  field  unexpected  changes  take  place. 
We  simply  want   to  make  known  who  we  are  and  what  we  stand 
for. 

Very  truly  yours. 


[122]  §1 


DC 


Successful  A  dvertising  Ideas 


O.  H.  BLACKMAN  P.  J.  ROSS         N 


3U 


Business  Bringing  Literature 


f"  I-.  J.  IIERMKS  J    R.  FRASKR 


Jllatfeman=Eos(s!  Company 

No.  10  East  Thirty-Third  Street  NEW  YORK  CITY 


arr  in  cloistcd  slack,  nim  caslom  and  new  caslon  italic 

aTllATHMOIIC  ORNAMENT        NONOTQMC   •OUDCII 
AMCttlCAN   rrPC   FOUMDCffS   COM^ANV 


Dear  Sir:- 

An  offioial  In  a  company  that  leads  the  world  in  Its 
line,  in  explaining  to  us  an  advance  in  their  business, 
said: 

"We  discharged  the  men  who  would  not  attempt  the 
impracticable. " 

There  is  a  big  thought. 

The  most  practical  advances  have  come  from  men  with 
impracticable  aims. 

The  manufacturer  or  advertiser  who  does  not  constantly 
attempt  the  impracticable  risks  finding  himself  in  a  rut 
left  behind  by  those  who  do. 

One  thing  more  than  any  other  puts  a  method  of  pro- 
cedure into  disuse.   It  beco^ies  too  practicable;  so  practlce- 
-able  that  all  are  able  to  praotioe  it  -  and  do.   It  loses 
value  because  it  loses  individuality. 

We  try  to  keep  this  before  us  in  our  work. 

In  talking  with  advertisers  we  often  stand  up  for 
the  impracticable  and  the  ideal,  in  the  face  of  the  most 
pronounced  views. 

We  are  sometimes  fully  conscious  that  what  we  advo- 
cate cannot  be  worked  out  by  the  route  under  discussion. 
The  route  is  not  important.  The  destination  is.  By  in- 
sisting on  the  ideal  wo  find  aui  unexpected  way  out  often 
develops.  It  would  be  missed  if  we  stopped  the  discussion 
in  the  face  of  "practical"  obstacles. 

Very  truly  yours, 


§1 


[123] 


O.  H.  BLACKMAN  F.  J.  ROSS 

J.  K.FRASEP.  F.J.HERMES 

BLACKMAN'ROSS  COMPANY 

ADVERTISING  • 

10    EAST    33rd   STREET 
NEW   YORK   CITY 

SET  IN  OCLLA  nOBBIA 

AMfRICAN  TYPE  rOUNDERS  COMPANY 


Dear  Sir:- 

Here  is  a  thought  on  copy. 

We  wonder  if  you  are  thinking  along  the  same  lines. 

We  all  agree  that  most  advertising  copy  is  dull. 

Of  course  the  defense  is; 

"It  has  a  mission.   It  has  got  to  sell  goods.   It  is 
salesmanship  on  paper." 

Assuredly. 

But  it  needn't  icarch  up  to  the  house  with  a  sejnple 
case  under  its  arm  and  a  hadge  of  tho  order  on  its  lapel. 
That  J  *»  hardly  the  type  of  salesmen  we  welcome  at  our  doors. 

The  best  salesmen  seldom  look  the  professional  sales- 
men at  all.   And  we  have  seen  no  evidence  that  the  test 
advertiseicent  need  look  or  talk  like  a  professional  ad. 

Usually  a  few  merchers  are  picked  from  the  fajrous  "ity" 
family  -  "purity",  "quality",  "dependability",  "reliability" 
and  all  the  little  "ity's."  They  are  put  down  on  paper  and 
backed  by  enough  will  power  to  move  a  mountain. 

The  will  power  would  do  the  work  but  a  little  experi- 
ence shows  that  it  won't  go  into  black  and  white. 

Than  arguments  are  shaped  up  that  would  be  forceful 
If  read. 

We  wonder  if  tho  same  advertiser  would  employ  many 
salesir.en  who  were  convincing  if  heard?  He  would  want  some 
assurarce  that  his  man  would  get  a  hearing,  wouldn't  he? 

A  strong  story  to  a  man  or  woman  who  is  not  listening 
is  hardly  an  achievement  for  either  a  salesman  or  "salesmiui- 

ship  on  paper." 

If  the  plea  is  salesmanship,  why  not  learn  from  sales- 
men? The  most  selfish  of  them  spares  a  few  pleasant  words 
for  conversation's  sake. 

How  often  do  we  meet  a  good  salesman  without  a  sense  of 


[124]  §1 


humor?  And  how  often  do  we  find  a  sense  of  humor  in  this 
pompous  salesmanship  on  paper. 

And  still  we  see  condemned  as  "clever  but  poor  adver- 
tising" practically  everything  that  the  public  likes. 

If  the  public  thinks  it  good  reading  the  advertising 
fraternity  almost  surely  pronounces  it  poor  advertising. 

That  is  an  easy  way  to  dodge  hard  work. 

Popular,  readable  advertising  is  not  easy  to  produce. 
It  taLkos  tiino.   It  takes  so:a3  talent. 

We've  never  known  an  advertiser  yet  who  failed  because 
his  copy  was  too  popular.   If  it  fell  short  it  wasn't  too 
Buch  popularity.   It  was  too  little  something  else. 

A  great  deal  of  study  Is  now  devoted  to  making  dull 
copy  efficient.   If  we  can  judgs  by  advertising  results  as 
we  have  seen  thorn,  the  study  would  be  bettor  spent  on 
Baking  live  copy  efficient.   To  do  its  part,  advertising 
must  be  read.  To  be  read,  it  must  be  readable. 

Every  honest  advertiser  has  some  strong  message  to 
deliver. 

His  problem  is  how  to  get  it  home. 

One  school  of  advertising  says:   "Be  brief." 

Another  says:   "Tell  your  story." 

Probably  both  are  richt.   But  there  is  a  great  differ- 
ence between  making  statements  and  making  impresaions. 
There  is  little  valus  in  a  short  advertisement  that  lacks 
point,  or  a  long  one  that  lacks  interest. 

Suppose  a  man  you  were  talking  to  left  in  the  middle 
of  your  talk. 

You  would  hardly  think  he  was  ir.pressed,  would  you? 

Advertising  copy  in  our  opinion  should  be  judged  by 
the  same  standard.   It  should  get  Interest.   It  should 
hold  interest. 


§1  (1251 


-3- 

It  should  have  point.   It  should  have  life. 

When  you  talk  about  results,  life  in  oopy  comes  hard. 

When  you  talk  about  the  actions  behind  results,  life 
ooaes  easy. 

For  instance: 

"7        •  broken  crown.  Jill  had  a  tumble.   Both 
nisfc  3  froro  a  trip  up  a  hill  to  fetch  a  pail  of 

water." 

Compa-r-  chat  with  this: 

"Jack  and  Jill  went  up  a  hill  to  fetch  a  pail  of 
water.  Jack  fell  down  and  broke  his  crown  and  Jill  ceune 
tumbling  after." 

One  talks  results.  The  other  talks  the  actions  behind 
them. 

Which  makes  tha  better  reading? 

That  is  one  simple  expedient.   There  are  many  that  oan 
be  usod  to  give  point  and  interest  to  a  sound  message. 
They  aren't  obvious,  but  they  can  be  developed  by  study. 

In  conclusion: 

The  display  line  seldom  takes  up  more  than  1/4  the  spao« 
in  an  advertisement. 

If  folks  don't  read  your  story  in  the  other  3/4,  what 
becomes  of  most  of  the  money  you  spend  for  advertising? 

We  often  find  solid  facts  in  solemn  sermons  and  light 
touches  in  empty  nothings. 

But  W3  seldom  find  advertising  copy  that's  up  to  prise 
bacon,  with  its  "streak  o'  fat  and  streeik  o'  lean"  -  copy 
that  holds  both  point  and  interest. 

We  think  we  have  the  ability  to  produce  it. 

Yours  very  truly, 


[126]  §1 


BLACKMAN-ROSS  COMPANY 


MAKERS  OF  MODERN 


£  bberti^ing  5S 


O.  H.  BL ACKMAN         F.  J.  ROSS 
J.  K.  FRASER  F.  J.  HERMES 


No.  10  East  33rd  Street 


New  York  City 


SET   IN   lOOHMAN   OLOSTVLE  AND   CLOISTER   BLACK 
MISSAL   INITIAL        MAPOOOO   rLORET 
AMCRlCAN   TYPE   FOUNOERS   COMf>ANV 


Dear  Sir:- 

We  lately  promised  a  letter  on  the  functions  of  adver- 
tising counsel- 
Most  large  houses  employ  a  corps  of  salesmen. 

These  men  -  smart,  alive  and  with  a  hobby  -  coae  into 
contact  with  the  executive  heads.  They  talk  sales,  sales- 
problems,  sales-troubles  and  sales-prospects. 

Unless  the  executive  locks  his  doors  against  his  own 
salociaen  he  can't  forget  sales  if  he  wants  to.   Willy-nilly, 
he  thinks  sales,  studies  sales,  dreams  sales. 

Under  the  inspiration  of  this  sales  contact  the  exocu- 
tivo  develops  into  a  penotrating  sales  thinker. 

Sales  'n'?thoi.1s  brne^it. 

Adve  Is  human  drag-net. 

The  /.         ^     ^^er  stands  practically  alone.   It 
is  on  his  shoulders  to  radiate  as  much  inspiration  as  the 
entire  sales-force. 

He  deserves  help  -  assistant  radiators,  if  you  will. 

That,  as  we  see  it,  is  one  function  of  the  advertising 
a^ent. 

The  '    "  ■      '    -maoids  the  co:  "  "   -o  of  men  of 
the  firat  .   H-?  Is  a  c?       house  of  the 

most  u  .8. 

Hv  ^r   with  the  safety 

oheck  and  the  stimulus  that  the  Sales  kanagor  gets  from  his 
ealosmen  —  facts,  points  of  view  and  experiences  from  the 
field. 

Advertir'  -  -'•■  '  - -i-  simple  from  the  outside. 

So  does  ,fr. 

But  the  pu.  ^0  doubtless  has  its  intrica- 

oies  and  short  c  .  John  a  master  and  the  rest  of 

us  novices. 

Advertising  has  posnlbilities  and  forr^tj   of  finesse  that 
develop  only  through  t         ,  work  t. 

No  oxecutiva  can  j  >i(t.fvi    -jing  practice 

unless  he  froquontly  t 

The  capable  aff^"',  •.-.^    L.:.cugh  the  Advertising 

Uanager,  ht ] ps  to  c  i  necessary  thought. 

K 

Very   truly  yours, 


§1 


[1271 


).  K.  FRASER 
F.  J.  HERMES 


O  H.  BLACKMAN 
F.  J.  ROSS 


BLACKMAN-ROSS  CO. 

Advertising 


NUMBER    10  EAST  33RD  STREET 

NEW  YORK  CITY 


Dated 


3CT  IP*  5TRATHMORE  OLOSTYLC       3TRATHM0RC  ORNAMKHT8 

CMAP-aOOK  QUIOONS 

amcriCan  tvpc  founders  COMPAMV 


Dear  Eir:- 

Here  is  a  manufacturing  suggestion: 


St 
staple  L 


-chandise  is  in  direct  competition  with  other 
iise. 


But  a  sound  Idea  often  gives  staple  merchandise  a 
Bon-ccmpetitive  identity.   The  manufacturer  then  commands 
the  staple  price  plus  a  price  for  the  idea. 

A  pp.r.cil  plus  the  idea  of  an  attached  pieco  of  rubljer 
made  a  fortune. 

A  hook  euid  eye  plus  the  idea  of  a  hump  made  another. 

A  sensitized  film  plus  flexible  hacking  -  another. 

Chicle  gum  plus  sweetening  and  flavoring  -  another. 

Biscuit  plus  a  moisture-proof  package  -  another. 

Ordinary  fabric  plus  water-pro  of  ir.g  -  another. 

Soap  plus  sand  for  scouring  -  another. 

A  razor  plus  the  safety  idea  -  another. 

A  watch  plus  sten  winding  -  another. 

A  pen  plus  an  inlrwoll  -  another. 

And  so  on. 

Some  day  a  new  idea  added  to  shoes  will  make  a  spe- 
cialty out  of  a  staple. 


[128] 


§1 


-2- 

Sooner  or  later,  an  added  idea  will  bring  a  non- 
competitive price  for  clothing. 

The  cleajising  field  is  still  wide  open  for  ideas.   The 
food  possibilities  seem  almost  unlimited.   Confeotionery, 
gloves,  pianos,  piece  goods,  shirts,  cigars,  underwear,  etc., 
etc.,  are  all  waiting  for  ideas  that  will  give  a  non-competi- 
tive identity  and  command  a  non-compotitive  price. 

The  product  you  deal  in  to-day  was  originally  a  novelty- 
idea  or  utility-idea. 

If  it  has  become  a  competitive  staple,  you  are  simply 
dealing  in  an  idea  grown  old. 

Would  it  not  pay  you  to  employ  a  man,  at  the  salary 
of  a  good  salesman,  to  spend  his  whole  time  reaching  for 
ideas  that  are  new?  Commission  him  to  look  for  improve- 
ments in  your  product  that  will  give  it  a  more  distinct 
non-competitive  identity. 

If  an  alert  man  spent  his  whole  time  in  search  of 
ideas  it  would  he  remarkable  if  something  well  worth  while 
didn't  develop. 

We  will  ask  the  department  head  who  receives  this 
not?  kindly  to  pass  it  along  to  the  department  head  most 
ipt  to  be  interested. 

We  have  no  Immediate  axe  to  grind. 
Very  truly  yours, 


U  1129] 


SCT   IM   rA«ST  OLOSTYLC  AMO   PAtST   ITALIC 
^A«ST   SONOeR        VCRSATILC  ORNAMCNTt 
AMCRlCAN   nrPC   FOUNOCftS   COMPANY 


10  Ea»t  Thirty-Thira  Street 


New  I  ork  City 


Dear  Sir:- 

There  is  one  phase  of  to-day's  advertising  wbioh  is, 
we  think,  alighted. 

That  is  the  value  of  establishing  a  likable  personality. 

It  isn't  enough  to  make  people  like  your  goods.   You 
have  not  finished  until  they  like  you.   If  you  aocomplish 
this  you  establish  two  valuable  assets  -  a  desire  to  buy 
your  goods  -  a  duuitG  to  trade  with  5[ou_. 

Under  preaent  conditions  the  public  is  getting  farther 
and  farther  from  the  manufacturer. 

The  manufacturer  usually  is  a  distant  unknown.  Adver- 
tising holds  the  power  to  bridge  that  personal  gap.  It  has 
the  power  to  make  friends  of  people  who  never  saw  you. 

So  long  as  an  institution  in  the  eye  of  the  public 
is  a  vague  nothing,  or  morely  an  swggressive  pleader  for 
business,  it  will  lack  the  personal  good->vill  that  la  half 
the  force  in  a  sale. 

That  is  apt  to  be  one  weakness  in  oopy  which  is  devoted 
chiefly  to  giving  reasons. 

There  is  nothing  wrong  with  reasons.   They  are,  and 
always  have  been,  the  basis  for  sound  advertising.   But 
when  reasons  are  held  up  as  a  necessaiy  formula  we  are  apt 
to  get  hard,  cold  logic  in  place  of  warm  friendly  advice. 

The  reasons  are  apt  to  sound  as  if  we  were  talking  to 
our  enemies  and  not  to  our  friends.   If  they  make  the  reader 


[130] 


§1 


dislike  us  they  will  have  a  hard  time  persuading  the  reader 
to  buy  our  goods. 

Every  advertiser  recognizes  the  value  of  the  friendly 
touch  in  the  personal  sale.   It  is  curious  that  he  should 
ao  often  overlook  it  in  advertising. 

In  a  former  letter  we  referred  to  the  lack  of  humor  in 
current  advertising. 

We  don't  talk  to  our  friends  in  hard,  cold,  dry  terms. 
It  is  the  sense  of  humor  between  friends  that  draws  them 
together.   The  sense  of  humor  is  neither  smartness  nor 
cleverness.   It  is  merely  an  appreciation  of  facts  as  they 
are. 

As  the  bluff  wears  off  the  sense  of  hunor  comes  to  the 
surface. 

Your  friend  says:  "Don't  try  to  put  that  over  on  me." 
He  resents  stilted  preaching.   He  wants  you  to  come  down  to 
earth  and  talk  things  as  they  are. 

When  you  do  talk  things  as  they  are,  the  sense  of  humor 
creeps  in. 

Then  you  commence  to  establish  yourself  on  a  friendly 
basis. 

That  is  a  sound  basis  for  making  sales  either  in  person 
or  in  print- 
Rather  a  humorless  talk  on  the  value  of  humor,  isn't  it? 
Very  truly  your?, 


§1  [1311 


U.  H.  BucKMAM        F.  J.  Rou        J.  K.  Feaiu        F.  J.  Hluns 


BLACKMAN-ROSS  COMPANY  -  Advertising 

NUMBER  10  EAST  33rd  STREET  '   NEW  YORK  CITY 


srr  IN  uCMecRS  or  tmc  hoooni  rAMiLv 

amCRICAN  TVC  rOUNOCRS  COMPANY 


Dear  Sir:- 

When  is  advertising  read? 

Generally  after  the  day's  work  -  when  people  are   rest- 


ing. 


Isn't  it  about  time  to  reckon  with  this:- 

What  attracts  our  resti,ng  friends? 

Moving  picture  shows  outdraw  stilted  lectures. 

Vaudeville  plays  daily;  Shakespeare  at  cautious  inter- 
vals. 

The  public  works  hard  hy  day.   It  seems  to  want  a  hard 
laugh  at  night. 

And  when  resting  readers  sit  down  to  the  advertising 
sections  what  appears? 

A  few  benevolent  advertisers  suggest  trips  to  Europe, 
holiday  hats,  bon-bons,  concert  music  and  downy  cots. 

But  most  of  them  talk  work. 

The  readers  are  invited  to  visit  numberless  factories; 
to  test  out  the  positive  merits  of  many  brands;  by  an  im- 
plied battle  to  insist  on  certain  other  brands;  to  sit 
right  down  and  send  for  quantities  of  valuable  booklets; 
to  wash  dishes  with  specified  cleansers;  to  reduce  flesh 
by  exercise;  and  to  disport  themselves  in  sundry  equally 
active  occupations  —  after  union  hours. 

Most  advertising  talks  work,  and  in  work-a-day  terms. 

It  is  written  to  interest  a  tense  working  spirit  in 
place  of  a  relaxed  receptive  spirit. 

Fortunately,  advertisements  aren't  human  -  or  their 
cold  reception  would  send  most  of  them  behind  the  scenes 
in  a  panio. 

Give  the  audience  more  entertainment  and,  it  is  safe 
to  say,  they  will  give  the  advertising  more  attention. 
Remember,  we  are  talking  to  people  who  are  relaxed. 


[132] 


-2- 

Soma  one  aslcs:      "Well  how  about  £ales?" 

We  will  ansv/er  Yankee-wise:  Do  our  friends  trade  by- 
preference  with  the  solfcmn-visaged  shopkeeper,  or  the  man 
who  greets   thera  with  a  smile  and  a  laugh? 

The  manufacturer  who  will  put  geniality  into  his 
advertising  will  appear  the  stronger  for  it. 

In  advertising,  the  hard  work  should  he  done  "by  the 
writer  -  not  the  reader. 

Of  course,  a  great  deal  of  dull  advertising  has  suc- 
ceeded. The  credit,  usually,  is  due  to  the  force  of  adver- 
tl^si^ng,  not  the  force  of  the  cop;/. 

The  dull  pleading  is  waiting  for  a  wholesale  uplift. 

It's  time  to  give  the  tired  public  more  advertising  joy. 

And,  they'll  respond. 

We  needn't  worry  about  that. 

No.  We  don't  propose  to  circulate  pleasantries  at  the 
expense  of  convincing  talk. 

We  propose  the  pleasantries  as  a  sugar  coating,  to  make 
strong  talk  the  mora  acceptable  and  therefore  the  stronger. 

We  appreciate,  too,  that  lifo  has  its  solerrr.  mcr.ents, 
and  cocnerce  its  serious  topics  which  shouldn't  be  treated 
in  the  lighter  vain.   But  the  topics  are  few  and  the  mo- 
ments we  would  like  to  have  fewer. 

Very  truly  yours. 


P.S.   Bepoatedly  we've  been  asked,  "Why  don't  you  say  mere 
about  yourselves?" 

That  la  coming. 


§1  [1331 


^1 

1 ^1 

Blackman-Ross  Co. 
i;|£r    ""'''^'"Advertising 

|g©^ 

SET   IN   New   CAktON   AND   NrW   CASLON   I 

ftT«*TNMORC   OMHAMCNfS 

AMCOICAN  irrc   rOUNOCHS   COMPANY 


10  East  33rd  Street 


New  York  City 


Dear  Sir;- 

Advertising  is  a  product  of  personal  atllity  -  nothing 
else. 

The  best  that  any  Advertising  Agency  can  offer  you  is 
the  creative  strength  of  Individuals. 

The  solicitor  is  important.   Good  office  management  i» 
desirable. 

But,  the  one  big,  vital  question  in  your  selection 
■oust  be: 

"What  men  will  create  our  advertising?" 


Next:  "What  are  their  capabilities? 
will  they  work  with  us?" 


To  what  extent 


Different  Agencies  are  built  along  different  lines. 
One  form  is  the  departmental  organization.  It  comprises 
subdivided  clerical,  copy-writing,  emd  soliciting  staffs. 

Such  an  Agency  generally  holds  individuals  of  marked 
ability. 

But,  in  an  organization  of  that  kind,  the  real  creative 
work  is  usually  turned  over  to  a  staff  of  moderately  paid 
writers.   The  high-paid  men  are  the  business  getters. 

Under  our  plan,  both  the  advertising  and  sales  plan- 
ning are  in  the  hands  of  one  group. 

Every  account  in  our  office  has  the  direct  attention 
of  every  one  of  the  seven  men  who  make  up  this  group. 

These  seven  men  have  been  repeatedly  drawn  into  many 
of  the  biggest  advertising  problems  in  the  covmtry. 

Six  of  them  have  held  executive  positions  demanding 
pronounced  capacity.   Their  time  in  these  positions  was 
given  mainly  to  subordinates.   It  is  now  given  wholly  to 
advertisers. 


[134] 


§1 


-2- 

ffe  have  no  low-paid  "creative  staff."  For  that  reason 
we  cannot  afford  to  handle,  and  do  not  handle,  a  lar^o  class 
of  accounts  that  would  be  perfectly  aoceptalale  to  tha  big 
departmental  organization. 

Our  theory  is  a  small  group  of  able  men  -  a  small 
group  of  profitable,  promising  accounts. 

We  feel  perfectly  safe  in  saying  that  no  Agency  in  the 
country  con. '  '  tly  brings  to  bear  on  its  accounts  as  much 
high-grade  ,      :1  ability  as  we  do. 


Every  man  in  this  organization  entered  it  at  an  imme- 
diate personal  sacrifice. 

The  incentive  that  brought  us  together  was  our  common 
belief  in  the  necessity  for,  and  the  future  in,  an  Agoncy 
that  would  offer  the  direct,  personal  service  of  a  well-imit 
group  of  high-calibered  men. 

We  have  all  lived  through,  and  seen  the  incompleteness 
of,  the  executive  idea  in  advertising. 

We  know,  from  experience,  that  the  stron'^fint.  rx-'-'cutive 
oauinot  get  a  first-grade  product  out  of  a  s  j 

oreativo  staff.  And,  nothing  short  of  firsL-^,  .<.     • +lve 
ability  can  properly  deal  with  the  problem  that  C'       j 
the  usual  advertiser  under  to-day's  competitive  conaiT-ions. 


A  majority  of  the  seven  men  referred  to  are  bat.ven 
tiM  ages  of  35  and  40.   They  are  at  an  age  when  a' 
tislng  problem  is  entered  into  with  the  zest  of  cc. ._.  j.^  ..-ive 
youth  and  the  Judgment  bom  of  experience. 

Six  of  these  men  have  advanced  through  purely  copy- 
writing  positions. 

One  was  Bditor  of  the  two  leading  advertising  Journala, 


§1  [135] 


and  head  of  the  second-largest  oopy  department  In  the 
country. 

One  entered  advertising  by  creating  the  Sapolio  "Spot- 
less To-vn'  series,  and  later  proved  himself  one  of  the  most 
forceful  prose  writers  that  the  business  has  seen. 

One,  during  a  recent  Presidential  oa-npaign,  handled  the 
magazine  propaganda  of  the  Republican  party. 

Thsse  men  write  from  a  matured  insight  into  the  whole 
marketing  problem. 


Our  space  planner  is  not  simply  a  buyer.  He  is  an 
officer  of  the  Company.   His  judgment  on  medi'jms  is  backed 
by  sound  experience  both  in  msdlums  and  in  advertising.  He 
works  as  part  of  the  creative  group. 

His  attitude  toward  space  buying  is  entirely  different 
from  that  of  the  usual  Agency  space  buyer,  who,  as  a  rule, 
is  an  estimate  clerk. 

Before  he  starts  active  space  planning,  he  has  learned 
the  nature  of  the  advertiser's  distribution  -  whether  it  is 
secured  through  jobbers  or  direct  -  the  obstacles  -  what 
the  advertising  must  accomplish. 


Three  members  of  our  creative  group  have  in  the  past 
been  merchandiso  sales.Tien.   One  was  a  factory  superintend- 
ent.  This  experience  acts  as  a  safety  chock  on  advertising 
theory. 

Too  often  salesmen  are  asked  to  preach  a  glowing  story 
of  future  advertising  results. 

The  salesman  who  is  worth  his  salt  wor't  accept  vague 
theory.  Before  he  talks,  he  believes.   Before  he  believes, 
he  applies  his  common  sense.   Rosy  advertising  hopes  offer 
him  little  sound  help. 


[136] 


-4- 

The  real  problem  in  advertising  and  sales  oo-operatlon 
is  not  bboraing  vague  advertising  futures.   It  is  arriving 
at  sound  sales  practices. 

That  takes  a  contact  of  sales  and  advertising  minds. 

The  Advertising  Agent  to  work  properly  with  your  Sales 
Manager  must  know  both  tho  limitations  of  advertising,  and 
the  natural  working  methods  of  salesmen. 

Wo  have  repeatedly  been  engaj^ed  by  institutions  of 
standing,  on  a  retainer  basis,  purely  for  our  sales  advice. 


The  Advertising  Manager's  position  is  not  an  easy  one. 
The  separate  advertising  departmont  is  a  recent  development. 
Its  place  is  not  yet  clearly  defined. 

To  do  his  department  Justice  the  Advertising  Kanaijor 
should  be  allied  with  an  organization  which  will  do  justice 
to  advertising  from  both  t'    "   rtislng  and  tha  practioal 
sales  standpoints.   That  r.      .jnt  we  think  we  fill. 

As  we  see  it,  the  Advertising  Department  ia  in  muoh 
the  same  position  as  the  cor-poratlon  Lsgal  Dapartmcnt.   It 
should  bo  strong  itself.   It  should  work  with  strong  out- 
side help. 


About  our  solidity: 

This  Compajiy  is  less  than  four  years  old. 

It  has  never  borrowed  a  cent. 

It  has  never  missed  a  cash  discount. 

No  institution  in  the  field  pays  more  promptly. 


1137 


That,  briefly,  is  our  story. 

If  you  should  engage  us  as  your  agent  you  will  be 
assured  of  this: 

You  will  work  with  a  group  of  aggressive  men  of  unusual 
advertising  experience  and  demonstrated  capabilities. 

Your  problem  will  have  the  direct  attention  of  these 
principals. 

We  are  not  human  avalanches.  We  don't  know  more  about 
your  business  than  you  do.   We  have  no  ready-made  formulas. 
But,  we  do  have  comraon  sense,  a  sound  working  method,  a 
vigorous  working  spirit  and  a  group  of  creative  abilities 
that  are  very  much  out  of  the  ordinary. 

This,  as  you  of  course  appreciate,  is  a  circular  letter. 
But  the  list  that  it  goes  to  has  been  carefully  selected. 
There  are  many  advertising  accounts  that  we  don't  want. 
Hardly  a  week  passes  that  7/e  don't  decline  business.   We 
are  organized  to  fit  certain  kinds  of  business  that  offer 
a  real  scope  and  promise  a  real  future. 

In  our  judgment  yours  is  one  of  them. 

If  you  should  be  interested  in  our  terms,  a  list  of  our 
oustomers,  evidence  of  our  sales-planning  methods,  of  our 
ability  to  produce  copy  that  does  justice  to  a  business,  or 
further  details  of  any  kind,  we  shall  be  glad  to  furnish 
them. 

Yours  very  truly, 


Before  sending  out  this  letter  we  put  It  before  an 
acquaintance  prominent  in  the  advertising  managing  field. 

We  asked  him  if  in  any  way  it  appeared  to  be  an  over- 
statement. Ha  said,  "Ho,  I  think  it  fairly  represents  you." 


[138] 


ijiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiii^ 


BLACKMAN-ROSS  COMPANY 


¥ 

PAMPHLETS  AND  BOOKLETS  NEATLY               ^       J                      «•         • 
DESIGNED  AND  ILLUSTRATED                            /   1  Hi  )PYT1  ^ITI  O 

Dummie*  Prepared                                                                %^                                                                                \_} 

w 

NUMBER    TEN     EAST    THIRTY-THIRD    STREET  t  NEW    YORK    CITY 


aiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiu^ 


3CT   \H    HCMBCMS   Of   THE  CHCLTENHAH    fAMtLV 
VERSATILE   ORNAMENTS        LITMOTONC   BRASS   RULC 
AMCRICAN   TTPE   FOUNDERS   COMPANY 


Dear  Sir:- 

As  a  result  of  the  dissolution  of  the  Stamdard  Oil 

Company,  we  have  ceased  to  handle  Standard  Oil  advertising. 
To  prevent  possible  misunderstandings  over  our  position 

Mr.  ♦  •  ♦  •  •  ♦^  Advertising  Manager  of  the  Standard  Oil  Company, 

was  kind  enough  to  volunteer  the  following  statement: 

"During  the  past  year  your  Agenoy  has  handled 
two  distinct  campaigns  on  entirely  dissimilar  prod- 
ucts.  I  have  felt  all  along  that  the  work  you 
have  done  on  these  campaigns  was  of  eui  exception- 
ally high  order  and  I  know  that  you  will  he  as 
gratified  as  I  am  to  learn  that  the  actual  results 
in  both  oases  have  more  than  exceeded  our  highest 
estimates.   On  both  of  the  articles  -  the  adver- 
tising of  which  you  have  handled  for  us  -  we  have 
broken  all  records  as  to  sales,  and  In  what  might 
be  called  an  'off  year'  at  that. 

"I  believe  that  the  industry  and  perseverance 
which  you  have  exhibited  in  going  into  a  consider- 
ation of  the  whole  marketing  side  of  the  business 
is  really  what  gives  you  the  foundation  for  such 
effective  work. 

"You  are  at  liberty  to  use  this  letter  in  any 
way  you  see  fit." 

Very  truly  yours, 

§1  11391 


UINDERN'  EQUIPPED  FOR  HIGH  GRADE  WORK 


MAKERS  OF  CATALOGUES  HAVING  QUALITY 


The  Dean- Hicks  Company 

ADVERTISING  -  ENGRAVING  -  PRINTING 


=^L 


K' 


Grand  Rapids,  Mich. 


SET   IN   STRATHMODE  OLOSTVLE        VERSATILE   ORHAHENT        SCHUIL   ORNAMENTS 
AMERICAN   TYPE   FOUNDERS   COMRANV 


Gentlemen: — 

I  was  talking  with  a  Grand  Rapids  manufacturer  last 
week.  He  said  the  furniture  industry  was  ono  of  picayune 
businesses.   Beside  the  giant  industries  in  chewing  gum, 
food  stuffs  and  wearing  apparel,  the  little  pigsiies  doing 
one  quarter  of  a  mjllion  to  three-quarters  of  a  million  a 
year  in  furniture,  were  really  pitiable. 

Twenty  years  ago,  we  bought  any  kind  of  ready  made 
clothing  off  the  counter,  at  10$  or  12$  a  suit.   To-day  we 
insist  on  a  particular  brand  and  pay  28$  to  45$.   One  maker 
of  this  clothing  does  15,000,000$  worth  of  this  business  a 

year. 

I  absolutely  agreed  with  what  this  Grand  Rapids  man 
said  and  I  admitted  that,  while  the  furniture  men  had  bean 
short-sighted  and  narrow-mindad  compared  with  the  men  in 
other  lines,  perhaps  the  fellows  who  advised  them  about 
their  advertising  were  really  the  guilty  parties. 

With  this  letter  the  •••♦♦•  Company  makes  a  new 
resolve.   It  will  not  talk  little  ideas,  modest  appropria- 
tions, temporary  attainments.   We  are  going  to  talk  and  plan 
and  advise  for  the  same  kind  of  big  things  that  have  been 
put  over  in  the  automobile  industry.   We  have  been  doing 
this  in  a  few  places,  but  we  have  been  afraid  of  our  story. 

What  this  Grand  Rapids  man  said,  makes  us  believe  that 
it  is  time  to  use  a  little  courage. 

Are  we  right  and  do  you  want  to  start  something? 

Sincerely  yours. 


[140] 


TELEPHONES 

TBI  STATE  CEKTER  1 188        NORTHWESTERN  NICOLLET  28S 

The  Mac  Martin  Advertising  Co. 

OF  MINNEAPOLIS 

OFFICES,  1020  SECURITY  BANK  BUILDING 


SET  IN  CAMBRIOQE  SERIES 

THE  M.  C.  HANSEN  TYPE  FOUNDRY 

BOSTON  AND  NEW  YORK 


Dear  Sir:- 

I  have  1)6611  intending  to  write  you  ever  since  I  re- 
turned from  the  Boston  Convention. 

They  say  that  the  time  to  advertise  is  when  you  want 
more  business. 

If  you  are  interested  in  getting  In  closer  touch  with 
your  buyers  or  in  decreasing  your  proportionate  selling 
cost,  I  should  like  to  show  you  what  we  have  done  for 
others. 

I  have  been  wondering  if  a  booklet  telling  about  your 
proposition  Just  the  way  you  would  tell  it  to  me,  if  I  were 
a  prospective  buyer,  would  not  be  of  value  just  at  this  tirae. 

The  facilities  of  this  office  backed  by  eight  years 
experience  in  this  territory  are  at  the  other  end  of  elthar 
of  your  telephones,  thore  in  front  of  you. 

Yours  very  truly. 


§3  [141] 


ni  j<r»e-  -in 

-5: 

The  MAC  MARTIN  ADVERTISING 
COMPANY  of  MINNEAPOLIS 


OFFICES 
Number 
Ten  Twenty 
Security  Bank 
Building 


-e: 


TELEPHONES 

Tri- Stale 
Cenicr  1 188 
Nonhweitem 
N.coilct  288 


3 


SCT   tN    DtLLA   nOtllA        MONOTONC   •OROCN 
AMCHICAN   TY^E   rOUNOCNt  COMr«HT 


Dear  Sir:- 

Just  at  this  time,  when  you  are  reviewing  the  past 
twelve  months  and  making  plans  for  increased  efficiency,  I 
have  been  wondering  if  some  of  the  records  and  data  which 
this  office  has  accumulated  may  not  "be  of  assistajice  to  you. 

Even  if  you  do  not  use  any  of  our  particular  products 
I  will  toe  glad  to  furnish  you,  free  of  charge,  any  data  or 
suggestions  which  my  company  in  its  eight  years  of  experi- 
ence has  acquired. 

We  have  found  that,  no  matter  how  much  or  how  little 
advertising  one  expects  to  do,  a  definite  plan  for  at 
least  one  year  in  advance  often  eliminates  much  waste  and 
greatly  increases  efficiency. 

May  I  take  this  opportunity  to  thank:  you  for  favors 
you  have  shown  me  in  the  past  and  add  my  word  to  the  many 
wishes  you  are  receiving  for  a  Happy  aoid  Prosperous  New  Year. 

Cordially  yours. 


[142]  §3 


PHILADLLPHIA 
300  Chestnut  Street 

NLW  YORK 
Fifth  Avenue  Building 

o,« r^h'r,d- .  N.  W.  AYLR  &  SON 

Old  South  Building 

CHICAGO  ADVLRT15ING 

105  So.  La  Salle  Street 

CLE.VE.LAND 

1006  Ludid  Avenue 

PHILADELPHIA 

BET  IN  BULFINCH  OLDSTVLE 
AMERICAN  TYPE  FOUNDERS  COMPANY 


Dear  Sir:- 

We  regret  to  advise  you  that  there  is  an  error  in  our 
1911  calendar.   It  is  in  the  section  under  the  flaps,  where 
we  have  overlooked  the  fact  that  1912  is  a  leap  year. 

Having  sent  you  a  calendar,  we  feel  that  the  least  we 
can  do  is  to  send  you  a  correction.   We  are  accordingly 
enclosing  a  new  section  that  may  be  pasted  over  the  incorrect 
part.  You  will  find  it  provided  v;i  th  adh:->3iv^  In   arilar   that 
it  may  be  conveniently  attached. 

Three  of  our  friends  have  aireaiy  aiacovered  this  error 
and  written  us  concerning  it.   We  hope  the  correction  will 
arrive  in  time  to  prevent  you  any  inconvenience. 

We  cannot  fully  express  our  annoyance  emd  regret  at 
having  circulated  such  a  misleading  thing.   In  the  course 
of  business  we  have  now  and  then  dropped  a  stitch  but  never 
a  day.  The  chief  satisfaction  in  sight  seems  to  be  the 
reflection  that  1912  will  give  us  one  additional  day  to 
serve  you  if  you  so  elect. 

With  best  wishes, 

Very  truly  yours, 


[143] 


t 


1313  VaUll;fim  VuiUting 


SFT   IN   ClteilAVCftt  010   CNOLISM  OffN        WAV3IDC   OKNAHCNT 

'HcmcAN  rr^c  rounoCR^  compakv 


Dear  Hr.  ••♦••• 

This  l3  my  Red  Letter  Day. 

I  havo  moved  to  the  Thirteenth  Floor  of  the  new  *  •  *  » 
Building.  Uy  trip  up  In  the  world  was  made  possible  by  the 
hearty  and  cordial  support  given  ny  new  Advertising  Business 
by  •  *  •  *  *  *  City. 

If  you  have  any  sneaking  idea  that  an  advertising  ran, 
who  has  put  in  eighteen  years  in  the  hard  school  of  experi- 
ence, can  be  of  so2".'ice  to  you,  I  really  couldn't  suggest 
anything  better  than  that  you  call  Main  873  on  the  Bell,  and 
give  me  an  opportunity  to  go  over  your  matter  with  you. 

Or  drop  me  a  line  (I'm  out  a  good  bit,  because  I  prefer 
to  do  my  work  for  a  man  in  his  place  of  business  where  in- 
spirations flow  freely.) 

Very  respectfully, 


[144]  §5 


i<> 


Addrc«* 

Reply  to  this 

Letter 

tn  the 

AtJvcrliiiiit 

Department 


Makers  of 

MONEYBAK 

TradcMirk 

Patented 
Selvage 

SILKS 


SALESROOM  AT  NUMBERS  iSSS-SJ  GRAND  STREET.  NEW  YORK  C. 


afifi 


!'"'!" iniiUiiiiiiiimiHiiimmiMiii m ii iiiiniiiiimiiqiiMiiiii MimiiMiiiiiiiiiMii inmMiiiiim mm ■liiiiinii 


York  Silk  Manufacturing  C< 

ADVERTISING  DEPARTMENT 


•  ET  IN  new  CAflLOM  AND  NCW  CASLON  ITAtlC 
CHAP'IOOK  OONOCR  LINEAR  SORDCM  NO.  3 
rOOLC   PRINTINO   CO.,   tOSTON,     MASS. 


Dear  Sir:- 


York,  Pennsylvania 


I  will  oall  on  you  by  mail  at  short  intervals  to  show 


you  why  it  will  be  to  your  advantage  to  carry  a  line  cf  the 


•  *•*•* 


Patented  Selvage  Silks. 


Yours   truly, 


11451 


YORK  SILK  MANUFACTURING  CO. 

Manufacturers  of  the  Famous  M^.^aj^  Patented  Selvage  SILKS 


POOLC   PAIHTINS   CO.,    ftOSrOM.    MAt». 


YORK,  PENNSYLVANIA 


Dear  Sir:- 

Pour  years  ago  a  retailer  in  a  large  eastern  city  said 
he  couldn't  sell  high-grade  black  silks. 

People  wouldn't  pay  the  price. 

We  asked  him  to  try. 

He  did  try. 

We  worked  together. 

First  year  he  purchased  |350.52  worth  of  •  •  *  *  ♦  ♦ 
Silks. 

Second  year  he  purchased  $1378.47  worth  of  ♦  *  ♦  •  •  • 
Silks. 

Third  year  he  purchased  f 3985. 91  worth  of  ♦  *  *  *  ♦  * 
Silks. 

Fourth  year  (to  Deo.  1)  |7444.31  worth  of  ♦  •  ♦  ♦  ♦  ♦ 
Silks. 

But  that's  in  a  large  city. 

Let  us  show  you  what  we  are  helping  merchants  in  small 
towns  to  do. 

One  firm  in  a  town  of  5000  in  western  Ohio  took  up  the 
••♦♦•*  line  in  1904. 

Their  first  purchsise  was  one  piece  of  *  *  *  *  *  * 
costing  $58.85  net. 

First  year  they  purchased  $275.84  worth  of  *  *  ♦  *  *  ♦ 
Silks. 

Second  year  they  purchased  $532.85  worth  of  ♦  *  •  •  •  • 
Silks. 


[146] 


-2- 

Last  year   (to  Dec.  1)    |1367.17  worth  of  *  ♦  •  •  *  SiUcs. 

In  1905  a  Michigan  merchant  in  a  small  town  of  3300 
bought  a  trial  order  of  one  piece  of  *****  •  Silk 
amounting  to  f66.13  net. 

His  purchases  for  the  year  amounted  to  $178.63. 

Per  the  11  months  ending  Nov.  30,  1906,  this  same 
merchant  has  bought  |422.0a  worth  of  *****  •  Silk. 

In  a  California  town  of  2200  a  small  firm  in  1905 
tried  a  half  piece  which  cost  them  $40.47  net. 

Their  purchases  for  the  year  amounted  to  $225.63. 

To  December  1  their  1906  purchases  of  *****  * 
Silk  amounted  to  $760.75, 

Iferchants  in  smaller  towns  do  just  as  well. 

Last  year  a  firm  in  a  town  of  1000  in  Missouri  bought 
a  trial  order  in  February.   To  December  1  they  have  alresidy 
purchased  $342.65  worth  of  *****  *  Silks. 

These  few  instances  give  you  an  idea  of  the  growth  of 
the  silk  department  sales  where  the  merchant  takes  up  the 
******  line  and  co-operates  with  us  to  push  it. 

While  we  prefer  the  laying  in  of  a  full  line  at  the 
start,  we  do  not  insist  on  your  doing  so. 

Most  merchants  in  small  towns  start  with  a  piece  of 
the  34  inch  ******  XX  taffeta  at  $1.22^  or  the  27 
Inch  ******  XX  taffeta  at  $1.05. 

Shall  we  send  you  a  piece? 

Yours    truly, 


S6  (147) 


SKLESROOMi   B9-«S-87  GRAND  STREET,  NEW  YORK  RDVERTMING  DEPARTMENTi  YORK,  PENNtYLVAHIA 


York  Silk  ManufacVur'mg  Combanvj 

MONEYBAK  ^^^f.  SILKS 


(KdArt**  Rsplij  to  Th'ia  L«M«r  to  tK«  Adv«rti*'>n(  D«partm«nl 


York,  Pcnn. 


tCT  IN   aOLO  PEN   MINT  AMO   PZH    MtH 
POOLC   PRtNTINO  CO.,   BOSTON.   MASS. 


Dear  Sir:- 

Quality  is  the  reason  for  the  sales  growth  of  the 
**•«•*  Patented  Selvage  Silica. 

In  appearance  these  silks  have  a  beautiful  black  luster, 
a  mellow  touch  and  their  wearing  q.ualities  are  like  the  silks 
our  grandmothers  used  to  wear. 

Another  thing,  we  guarantee  these  silks  to  give  satis- 
faction. If  a  claim  is  cade  for  '  i  or  poor  v.oar  whioh 
is  the  fault  of  the  sili,  we  sta..  of  you  and  tell  you 
to  adjust  it  to  the  satisfaction  of  your  customer. 

We  wo  ^     er  think  of  doing  this  if  the  q.uality 
wasn't  in       .rio. 

******  Patented  Selvage  Silks  ai'e  pure  dye  silks. 

But  that  means  very  little. 

Every  manufacturer  tells  you  the  saune  thing. 

Pure  dye  silk  once  meant  pure  silk  with  just  cuffi- 
cient  dye  to  give  it  a  lasting  color. 

How,  it  so  often  means  that  the  silk  fabric  ±3   purely 
d2;e_  and  very  little  silk. 

This  is  a  fact. 

One  of  the  textile  journals  "^is 

condition  in  the  silk  business  a.  of 

three  pieces  of  black  taffeta  silk,  oi  tho 

leading  stores  in  New  York  City,  by  i .-.^^o,    of  the 

Philadelphia  Textile  School. 

One  piece  marked  ***♦••  was  bouc'ht  at  f'l.OO  for 
the  narrow  width;  another,  an  imported  blaci  tarieta,  same 
width  and  price  was  marked  Ho.  2  ar,d  the  third  piece  marked 
number  3  was  the  same  width  and  cost  75  cents. 

The  result  of  the  analysis  was  submitted  to  the  editor 
in  tho  report  of  Professor  Algeo  dated  March  4,  1904,  in 
which  he  says:- 

"In  accordance  with  your  favor  of  Feb.  18,  1904,  re- 
questing an  analysis  which  would  determine  the  relative 


[148]  §6 


amounts  of  material  other  than  pure  silk  in  the  three 
samples  of  silk  taffetas  which  you  enclosed,  the  following 
is  subraitted  as  a  brief  summary  of  the  results  of  the 
analysis :- 

Sample  narked  •♦•♦•♦  contains  91'ji   of  pure  silk. 

Sample  marked  No.  2       contains  72-^  of  pure  silk. 

Sample  narked  No.  3       contains  39^  of  pure  silk. 

The  term  pure  silk  is  here  uned  to  represent  silk 
from  T;hich  the  silk  g\Hn  or  sericin  has  heen  removed." 

Pretty  conclusive  evidence,  isn't  it? 

The  next  test  silk  to  •  *  •  *  *  *  contained  only  72^5^ 
of  silk  and  27|-^  of  dye. 

Just  think  of  it! 

Throe  times  as  much  dye  as  in  *****  *  and  selling 
at  the  same  price. 

Is  it  any  wonder  that  ******   ^as  awarded  a  Grand 
Prize  at  the  Lo'.iisia'ia  Purchase  Exposition  for  its  purity 
and  long  wearing  quality? 

**•♦••  is  the  silk  that  is  "building  up  the  silk 
dppartnonts  of  over  a  thouricir.d  merchants  in  the  United 
States  and  it  will  help  yours. 

Those  silks  are  made  in  two  weights,  ♦••••♦  XXX 
end  ******  XX.   The  lij^hter  weight,  ******  XX,  is 
the  more  popular  and  a  readier  seller. 


*    *    *    * 

23  in.  . 
27  in.  . 

*  *  XX  Taffeta 

1  .90 

1.05 

* 

*    *    * 

20  in. 
23  in. 
26  in. 
30  in. 

*  *  XX  Peau  de  Sole 

$  .95 

1.10 

34  in.  . 

l.?H 

1.35 

1.30 

36  in.  . 

1.45 

36  in 1.65 

Lot  ua  send  you  a  piece  of  each. 

Yours   truly. 


§6  1149] 


York  Silk  Manufacturing  Company 

MOEI^AK  sTl^v^/g^?  5ILK5 


Address  Reply  to  This  Letter  tt)  the 
AdvertisinS  Department 


Srr   IN   BULriNCH   OLOSTYLC        SULriNCH    BOKDCn 

f^OLC  vftiHTiNa  CO.,  losroH,  mass. 


York,  Penn. 


Dear  Sir:- 

There  are  three  reasons  why  we  authorize  you  to  adjust 
without  quihtling  any  reasonable  claims  for  poor  wear  of 
the  *****  *  Silks. 

The  first  is  the  quality  of  the  silk. 

The  second  is  the  purity  of  the  dye. 

The  third  is  the  patented  detachable  selvage. 

Two  of  these  features  would  not  be  sufficient  to  make 
up  the  perfect  **♦*♦*  fabric.   The  three  are  absolutely 
necessary. 

No  matter  how  pure  the  dye  or  high  the  quality  of  the 
ailk,  if  the  manufacturer  cannot  separate  the  perfect 
pieces  from  the  imperfect,  they  all  must  be  sold  bearing 
the  trademark  of  perfection. 

That  is  the  superior  point  about  the  ♦♦•••• 
Patented  Selvage  Silks. 

Notice  on  the  enclosed  sample  how  the  selvage  is 
attached. 

You  will  see  that  the  patented  detachable  selvage  is 
not  a  necessary  part  of  the  fabric,  and  can  be  removed 
without  damaging  the  edge  because  there  is  another  or  inner 
binding. 

[150]  §6 


-2- 

In  this  way  every  defective  piece  of  *****  *  Silk, 
whether  it  be  the  fault  of  spinning,  dyeing,  weaving  or 
finishing  is  cast  aside  and  the  trademark  removed  and  the 
silk  disposed  of  through  other  channels. 

Perfect  pieces  only  bear  the  *♦♦*•♦  Patented 
Detachable  Selvage  and  these  you  are  authorized  to  sell 
with  our  guarantee  that  they  will  give  satisfactory  wear. 

If  by  any  possibility  they  do  not,  you  are  told  to 
adjust  ajiy  reasonable  claim  to  the  satisfaction  of  your 
customer. 

That  will  mean  a  great  deal  to  you  because  satisfied 
customers  are  your  best  advertisements. 

Every  one  sends  you  another. 

That's  why  it  will  be  to  your  advantage  to  co-operate 
with  us  in  pushing  the  •••••♦  Patented  Selvage  Silks. 

The  wide  widths,  due  to  the  fullness  of  garments,  are 
the  best  sellers  at  present. 

For  that  reason  we  advise  you  to  take  a  piece  of  the 
34  inch  ******  XX  taffeta  at  |1.10  for  a  start. 

When  shall  we  send  it? 

Now  or  Jnnuary  15? 

Yours   truly, 


§6  [151] 


The  York  Silk  Manufacturing  Go, 


SI 


ONEYBA 


Trade -Mirk 


m 


PATENTED  SELVAGE  SILKS 


Advertising  Department 


York,  Pa. 


SCT   %H   HEARST  AND   HCAKST   ITALIC        HCAASI    INITIALS 
rOOLC   pntNTiNC   CO.,    BOSTON.    MASS. 


Dear  Slr:- 

You  liava  read  v/ha,t  i  say. 

Now  read  what  a  firm  who  has  been  handling  the  *  *  *  » 
line  for  four  years  says: 

"We  placed  this  silk  in  stock  four  years  ago  because 
in  our  judgaent,  it  was  the  best  silk  on  the  market  for  all 
purposes.  We  made  no  mistake  -  as  hundreds  of  customors 
that  have  bought  ♦•••♦•  Silks  will  testify.  Ask 
anyone  that  has  a  *****  *  Silk  and  they  will  tell  you, 
as  they  have  us  -  'The  best  silk  I  have  ever  bought.'" 

But  read  their  advertisement  which  we  eiiclosa. 

They  made  no  mistake  -  neither  will  you  if  you  put 
in  the  *****  *  line. 

If  you  do  this  at  once,  we  will  confine  it  to  you  for 
your  town,  and  help  you  sell  it. 

Suppose  you  start  with  a  piece  of  the  26  inch  ♦  *  •  • 
XX  taffeta  at  90  cents  or  a  piece  of  the  34  inch  *  •  ♦  ♦  ♦ 
IX  taffeta  at  fl.lO,  or  both. 

The  selling  helps  will  follow  at  once. 

Yours  truly, 


[152] 


§6 


Adflrcaa  Reply  to  This  T.cttcr  to  the  A'lvrrtipinf:  D'^partment 


:2  ^\c 


3   CD 


YORK  SILK  MANUFACTURING  CO. 


0 


fv^Si2'^  MONEYBAK  ?4l?.^|i  SILKS 

WE  ARE  THE  SOLE  MANUFACTURERS  OF  THIS  CELEBRATED  MONEYBAK  SILK 


SALESROOM:  83-85-87  GRAND  STREET,  NEW  YORK     ▼     ADVERTISING  DEPARTMENT:  YORK,  PENNSYLVANIA 


DC 


:i  CDW: 


3  □ 


3    D 


StT   IN   CCNTUHT   EXI-ANOCO        CCNTuMT   BORUCI 

STRATMMOnE   OKMAMCNTS 

roOLI   PHINTIMO   CO.,   •OSTON.    MASS. 


York,  Penn. 


Dear  Sir:- 

I  enclose  a  copy  of  our  Spring  1907  prloe  list  showing 
the  various  weaves  and  widths  in  which  the  ••♦••*  Silks 
are  made. 

These  prices  are  subject  to  a  discount  of  6/10/60  days 
extra. 

Each  dealer  selling  *•••♦♦  silks  receives  a  copy 
by  mail  and  our  salesmen  are  not  allowed  to  make  siny  devia- 
tions in  these  prices. 

Thus  you  buy  the  •*•♦•♦  Silks  with  as  much  advem- 
tage  by  mail  as  If  visited  by  our  salesmen. 

The  retail  prices  given  in  the  pamphlet  are  not  adver- 
tised because  distant  merchants  cannot  sell  the  silks  at  as 
low  a  price  as  those  nearer  our  New  York  salesrooms. 

We  have  no  objection  to  your  asking  more  but  we  don't 
want  you  to  sell  them  below  these  figures. 

That's   fair,    isn't  it? 

It  is   our  aim  to  protect  and  co-operate  with  all   the 
•♦♦*•♦  dealers   in  every  way. 

As  a  trial  lot  us  send  you  a  piece  each  of  •  *  •  •  •  • 
IX.   27  inoh  taffeta  at  ^1.05  and  •******XX34  inch 
taffeta  at  tl.ZZi- 

Yours   truly. 


§6 


1153) 


The  York  Silk  Manufacturing  Company 


MAKERS  OF 

MONEYBAK 

Tradr-M«rW 

PATENTED  SELVAGE 

AdTcrtising  Department  SILKS 


York,  Pa. 


»CT  m  CONOCNSCO  LiTMO 

^OOkl    fMINTINO   CO..    •O3T0N,    **«)•. 


Dear  Sir:- 

How  much  do  we  spend  advertising  the  ••••••  Silks? 

Let's  put  it  another  tray. 

How  much  do  we  spend  in  co-operation  with  dealers  to 
push  the  sales  of  the  ♦♦♦♦••  Silks  in  their  own  locali- 
ties? 

That's  better. 

It  all  depends.   Of  our  1050  agents,  some  are  in 
districts  where  people  want  the  best  of  everything  and  are 
willing  to  pay  a  reasonable  prico  for  it.   Others  are  not 
80  fortunate  and  must  educate  their  patrons  that  it  pays 
to  buy  the  best  merchandise. 

It  is  In  such  places  that  we  spend  most  of  our  adver- 
tising money. 

It  shows  results,  too. 

Merchants  who  never  handled  silks  over  a  dollar  a 
yard  are  surprised  to  find  how  the  ******   silks  are 
preferred  after  they  are  brought  to  the  attention  of  their 
patrons. 

But  to  answer  the  question  of  how  much  we  spend  to 
co-operate  with  you  in  pushing  the  sales  of  these  silks. 

By  our  last  financial  statement  the  total  amounted  to 
$139,327.87. 

Divide  this  amount  by  the  number  of  *****  *  dealers 
amd  you  have  your  an3\73r. 

Think  for  a  moment  what  co-operation  like  this  year 
in  and  year  out  will  mean  for  your  silk  department  and  your 
store  generally. 

Think,  too,  what  it  would  mean  to  you  if  your  competi- 
tor were  employing  this  force  against  you. 

The  opportunity  is  yours. 

Will  you  take  it? 

Let  us  know  at  once  so  that  we  can  get  to  work  on  your 
selling  helps. 

For  a  start  we  advise  a  piece  each  of  the  27  inch 
******  XX  taffeta  at  $1.05  and  34  inch  ******  XX 
taffeta  at  11.22^. 

Yours  truly, 


[154]  §6 


Address  Reply  to  This  Letter  to  the  Advertising  Department,  York,  Penn'a 


Salesroom,  Numbers  83-83-d7  Grand  Street,  New  York  City 


YORK  SILK  MANUFACTURING  COMPANY 


^(r 


MANUFACTURERS  OF 


=^C 


MONEYBAK 

Trade-Mark 


PATENTED  SELVAGE  SILKS 


York,  Penn'a 


SCT   >K   CHtLTCNMAM   Ot-OSTVLC   CONOCMCCD        NCWSPAPCH    BOnOCI* 
POOLC   miNTlMO   CO..   aOSrON,   MA5S. 


Dear  Sir:- 

We  help  you  sell  the  ••••••  Silks  through  your 

local  dressmakers. 

How  many  are  there  in  your  vicinity? 

Do  they  all  deal  at  your  store? 

They  will  if  you  sell  the  *  *  •  •  •  •  Silks. 

Why? 

SisQ>ly  because  we  make  it  worth  while  for  them  to  do  so. 

Read  the  enclosed  offer  which  we  authorize  you  to  make 
them. 

For  every  twenty-five  yards   of  the    •*••••  selvage 
which  they  return   to  us  we  will  send   them  one  yard  of  the 
twenty-six   inch   ••♦♦••  XX  taffeta  which  you  retail  at 
fl.25  a  yeird. 


Think  of  it! 


Every  yard  of  *  *  * 
worth  five  cents  to  them. 


selvage  they  return  to  us  is 


And  there  are  a  lot  of  them  returning  it. 

Read  the  letters  which  they  write  us. 

In  our  New  York  salesrooms  there  is  a  ball  measuring 
nineteen  inches  in  diameter  and  which  contains  more  than 
thirty-five  thousand  yards  of  the  returned  •••••• 

selvage. 

You  oan  readily  see  by  this  offer  the  dressmakers 


§6 


(1551 


-2- 

help  you  increase  your  silk,  notion,  lining  and  other  sales 
because  your  store  will  be  the  only  one  at  which  they  can 
briy  the  ♦  •  •  ♦  *  *  Silks. 

We  are  confining  towns  dally  for  an   Increasing  number 
of  merchants  and  the  opportunity  is  yours  if  you  are  the 
first  to  send  in  your  order  for  immediate  or  future  de- 
livery. 

Don't  delay. 

Slcply  make  a  note  of  the  silk  and  helps  you  want  on 
the  bottom  of  this  sheet  and  return  it  to  us. 

We  will  send  them  to  you  with  the  least  possible  delay 
or  hold  them  for  you  until  Spring. 

In  that  way  you  will  be  sure  of  the  agency  for  your 
town. 


Silk: 


Selling  : 

H«lps   :         Signs, 


Very  truly  yours, 

Mdse.  envelopes, 
Booklets, 


Electrotypes, 

Dressmaker  propositions. 

Name 

Town 


[156]  §6 


SALESROOM:  83-85-87  GRAND  STREET.  NEW  YORK  ADVERTISING  DEPARTMENT:  YORK,  PENNSYLVANIA 


^v'^iiiSl  MONEYBAK^f,^vYIE  SILKS 


Addrcii  Kcpir  (»  Thii  Letter  lu  the  AJvcrliiioC  Department 


set   IN   SHAW   TEXT,    NECUT   CASLON   AND   NEW   CA9I.0N 
POOLE  PfUNTINO  CO.,   90ST0H,   MA5S. 


York,  Penn. 


Dear  Sir:- 

Your  competitors  help  you  advertise   the    •••••• 

Silks. 

They  can't  help  it. 

Thoy  do  it  in  self-defense. 

Best  of  all  they  advertise  these  silks  to  the  women 
you  have  the  most  difficulty  in  reaching. 

It's  this  way. 

Your  competitor  knows  as  well  as  you  do  that  the  ♦  ♦  ♦ 
Silks  are  superior  to  all  others. 

By  the  distrihution  of  the  selling  helps  you  give 
every  woman  in  your  vicinity  facts  and  evidences  which  con- 
vince them  that  the  •*•••♦  Silks  are  the  best  silks 
they  can  huy. 

You  are  the  only  one  from  whom  they  can  buy  them. 

The  women  who  buy  at  your  competitor's  ask  hia  for 
them. 

He  does  not  have  them. 

Offers  them  something  else. 


They  tell  him  about  the  good  points  of  the  •••••< 
Silks  and  the  weak  points  of  others  so  that  he  must  defend 
his  own  goods  and  in  this  way,  by  his  counter  attacks  and 
explanations  ho  puts  his  oustomers  in  a  position  of  cham- 
pioning the  •  •  •  •  *  •  Silks. 


§6  [1571 


-2- 

When  once  you  get  women  using  your  arguments  to  con- 
vince another  person  they  are  pretty  certain  to  convince 
themselves  toy  the  force  of  their  own  eloquence  and  your 
proofs. 

See  how  it  works  out. 

A  retailer  in  the  South  used  our  selling  helps  to  such 
good  advantage  that  his  competitor  couldn't  stand  it  any 
longer. 

He  "hollered." 

Said  his  own  taffeta  silks  were  the  peer  of  tmy  silk 
manufactured,  *•♦♦**,  or  any  other  made. 

Read  his  advertisement  which  the  delighted  *♦••*• 
agent  sent  us. 

JvidsirfT  from  the  way  this  **••*»  agent's  sales 
are  grcv.Jns,  this  advertisement  bought  ajid  paid  for  by  his 
ocapetitor  was  the  best  he  eTer  had. 

Shows,  too,  that  our  selling  helps  do  help. 
They'll  help  you. 

If  you  send  us  your  order  for  immediate  or  future 
delivery  at  once,  you'll  be  sure  of  securing  the  agency 
and  we  will  get  to  work  on  your  selling  helps. 

Yours  truly. 


[158] 


The  York  Silk  Manufacturing  Company 

|V|      ,„„ij^„      |\    Selvage    ^ILlX^ 


Advertising  Department 

YORK,  PA. 


*IT  IN   CLCAHFACC  aoTntC 

POOkC   rfUNTlMQ   CO.,    ftOtTON,    MAtC. 


Dear  Sir:- 

You  want  to  know  how  we  help  you  sell  •••♦•• 
Silks. 

There  are  a  number  of  ways. 

One  of  the  best,  as  many  merchants  tell  us,  Is  the 
■erchajidise  envelopes  ne   supply  free  for  their  use. 

These  envelopes  will  save  you  a  part  of  your  necessary 
fixed  expenses  as  we  furrinh  tkem  freo  and  pay  the  freight 
to  your  town. 

The  envelopes,  as  you  will  notice  from  the  enclosed, 
are  nicely  printed  in  two  colors  and  will  have  your  name 
printed  on  as  the  dealer  selling  ••♦•*•  silks. 

Thes;  od  way  to  tell  the  •••♦*•  story 

to  every  t.  _t  at  your  store. 

Besides,  every  envelope       .d  out  is  an  advertise- 
ment not  or.ly  for  •*♦**-      ^  of  which  you  are  the 
only  dealer  in  your  town,  but  Tor  your  entire  store  as  well. 

You  can  readily  see  by  your  own  experience  how  this 
direct  advertising  helps  you. 

Por  instance,  we  advertise  ••••••  silka  In  the 

trade  papers . 

You  do  not  seem  to  notice. 

But  we  come  direct  to  you  with  a  letter. 

You  read  it  and  it  makes  em  impression  upon  you. 

§6  [1591 


-2- 

You  receive  einother. 

The  Impression  deepens. 

Thereafter  when  you  pass  your  silk  counter  you  natur- 
ally think  of  ♦  *  •  •  •  •  Silk. 

You  can't  help  it. 

So,  too,  with  the  women  who  buy  at  your  store. 

They  will  hear  so  much  of  •  *  •  *  *  *  Silk  that  when 
they  are  ready  to  buy,  they  will  want  •♦•»**. 

This  will  be  profitable  to  you  for  several  reasons. 

First,  you  will  sell  more  silk  than  you  do  now. 

Second,  your  increased  profit  resulting  from  more  sales. 

Third,  your  customer  will  be  well  pleased  and  will  send 
another. 

Fourth,  your  store  will  maintain  its  reputation  for 
carrying  the  best  in  every  line. 

Fifth,  the  •*•*♦•  envelopes  will  save  you  the 
expense  of  buying  others  and  you  save  the  freight. 

Kindly  advise  us  when  you  will  take  the  agency  so  that 
•e  can  get  to  work  on  your  envelopes  and  other  selling  helps. 

Yours  truly, 


[160] 


Address  Reply  to  This  Lener  to  the  Advertising  Department 


\brk  Silk  Manufacturing  Co. 


MONEYBAK1sTL^TG^?r  Silks 


Salesroom:  83-85-87  GRAND  STREET.  NEW  YORK  CITY   ae    ae   ADVERTISING  DEPARTMENT,  YORK.  PA. 


SET  ev  TmE 

POOL£  PRINTING  COMPANY 

805TON,  MASS. 


York,  Pa. 


Dear  Slr:- 

Do  you  have  a  mailing  list? 

Good! 

Let  us  loiow  how  many  names  you  have  so  that  we  can 
co-operate  with  you  in  selling  the  *•♦*•♦  siiics  to 
every  woman  in  your  vicinity  who  is  likely  to  buy  silks. 

How? 

Simply  by  having  you  tell  her  the  same  story  we  have 
been  telling  you. 

We  make  this  easy  for  you  by  giving  you  as  many  book- 
lets, like  the  enclosed,  as  you  need  to  go  round  your  list. 

That  will  mean  a  lot  of  additional  business  for  you. 

Not  only  that,  but  it  will  make  your  store  known  as  the 
silk  store  of  your  community. 

A  reputation  worth  striving  for. 

But  read  the  booklet. 

Yours  will  bear  your  Imprint  on  the  front  and  back 
covers  and  by  sending  it  by  mall  you  will  reaoh  your  cus- 
tomer when  she  is  at  rest  and  her  mind  receptive. 

It  will  not  go  the  we^  of  other  booklets  because  it 


§6  (161] 


-2- 

oomes  dlreot  from  you  and  she  knows  there  is  something 
important  in  it  for  her. 

Then,  too,  it  will  reach  her  after  she  has  seen  the 
merchandise  envelopes  and  signs  in  your  store  and  possibly 
the  silk  itself. 

In  this  way  ••♦•♦•  Silk  is  not  a  stranger  hut  a 
familiar  friend  introduced  by  one  in  whom  she  has  confidence. 

She  learns  all  its  good  points  and  you  fortify  her 
with  facts  and  evidence  about  the  superiority  of  •  *  *  *  • 
aiid  the  weak  points  of  others  so  that  when  she  is  ready 
to  buy  silk,  she  will  want  ♦•♦*♦♦  and  no  other. 

All  this  information  she  will  remember  and  will  be 
ready  to  impart  it  to  euiyone  who  even  mentions  silk. 

Think  wliat  this  will  mean  to  your  store. 

The  merchandise  envelopes,  booklets,  signs,  electro- 
types of  advertisements  and  other  selling  helps  will  be 
forwEurded  as  soon  as  possible  after  you  take  the  agency. 

Write  for  it  before  the  advance  in  prices  which  takes 
effect  December  15th  ajid  we  will  confine  it  to  you  for  your 
town. 

Yours  truly, 


[162]  §6 


SALESROOM:  83-65^7  GRAND  STREET.  NEW  YORK  ADVERTISING  DEPARTMENT:  YORK,  PENNSYLVANIA 


YORK  SILK  MANUFACTURING  COMPANY 


sTp\^.§^  MonH^aK  irj^^F^  SILKS 


Address  Repiy  to  This  Letter 
to  the  Adocriiaing  Department 


Yorlz,  Penn. 


■  CT   IN   MCMRCKS   or   THC   CMCLTCNKAM    PAMtLr  AND   tOXHCAD   flOTHtC 
rOOLC  PklNTINO  CO..   •OSTOM,   MAM. 


Dear  Sir:- 

Your  satisfaction  will  be  great  if  you  sell  the  •  *  •  • 
Silks. 

I  know  this  from  the  experience  of  other  merchants- 
Read  the  enclosed  letter  from  one  of  them. 
Here's  what  they  say: 

"Our  success  In  sales  and  satisfied  customers  throng 
the  distinctive  high  quality  of  the  *♦•♦**  silk  and 
the  liberal  publicity  given  to  the  difference  between  good 
and  bad  silks  raeems  that  our  house  is  talked  about  in  con- 
nection with  purchasers  who  desire  high-grade  silks  and  our 
store  as  t)ie  place  to  get  them." 

Pretty  strong,  isn't  it? 

Bears  out  what  I've  been  saying  about  the  quality  of 
the  •«•♦•*  Silks  and  the  advertising  helps  we  supply. 

This  firm  says  further: 

"Merchants  and  consumers  are  weary,  worn  out,  out  of 
patience  euid  thoroughly  disheartened  with  poor  silks." 

No  wonder! 

Hot  much  satisfaction  in  selling  such  goods. 

This  firm's  experience  is  very  similar  to  that  of 
another  large  house  who  advertised  the  •••••♦  silks 
in  this  way: 


§6  [1631 


"You  have  learned  that  it  doesn't  pay  to  buy  doubtful 
silks.   We  have  always  Icnown  that  it  didn't  pay  to  sell 
doubtful  silks.  Being  agreed  upon  this  it  will  be  easy  to 
come  together  in  rallying  '  roiind  the  standard  of  "*  *  *  •", 
The  Honest  Silk." 

We  enclose  a  copy  of  their  advertisement. 

Near  the  end  of  it  they  say: 

"We  should  say  that  we  have  been  selling  the  •  •  ♦  •  • 
Silks  for  many  months,  and  that  we  have  rarely  ever  had  a 
customer  demand  the  return  of  the  price  paid  because  of  ajty 
defect.   The  satisfaction  that  oomes  through  selling  such 
silks  is  great  indeed  to  us  as  it  must  be  a  satisfaction  to 
those  who  use  them." 

You  can  easily  imagine  the  feelings  of  a  firm  who 
advertises  the  *••••♦  Silks  in  this  manner. 

Shows  that  they  have  great  confidence  in  them. 

You  will  have  the  same  confidence  and  satisfaction  if 
you  sell  your  customers  the  ••**••  Silks. 

Suppose  you  try  a  piece  or  so  before  the  Spring  rush 
and  let  me  know  the  result. 

Say  a  piece  each  of  the  26  and  34  inch  *••*♦•  XX 
taffeta. 

Yours  truly, 


[164]  §6 


York  Silk  Manufacturing  Co. 


SALESROOM 

83-85-87  Grand  Street 

New  York 


D  C 


n  D 


MAKERS     OF     THE     WORID     FAMOUS 

MON^^K  IIYv^/J?  SILKS 


Advertising  Department 
York,  Pa. 


CT   )H   WIMCHCLL   'NO   COMOCNSCO   WINCHCLk 
HCMICAN   rtPl   rOUNOCHB   COHPAMV 


York,  Pa. 


Dear  Sir:- 

You  needn't  bother  writing  silk  adTer+laementa,    if  you 
sell   tiig   *   ♦   •   ♦   *   •  Silica. 

We'll  do  that  for  you. 

The  enclosed  booklet  shows  a  number  we  have  all  ready 
set  up  in  type  to  send  you. 


The: 
p««e  or 


-ately  as  desoribed  on.  the  first 
.1  the  adTertise-uent  wa  enoloae. 


The  electros  oonslsting  of  type  matter  and  illustra- 
tions are  equally  good  for  olrculara,  folders,  fashion 
sheets  and  newspapers. 

If  your  advertisements  are  illustrated,  so  much  the 
better.  A  picture  always  attiacts  and  tells  the  story 
quicker  and  is  more  effective  than  mare  type. 

Leading  merchants  everywhere  appreciate  this  fact  and 
in  the  larger  cities,  large  forces  of  experts  are  ^  '  ed 
to  prepare  this  business  news  and  the  outlay  for  i  ^, 

writing  and  lllustrat'  'arable.   In  the       i- 

towns  you  do  not  cnjo,  tnges  and  your  a      3e- 

monts  represent  harder  work  and  a  proportionate  Increase  in 
expenses  for  illustrations  and  cuts. 


If  you  sell  the  ••••••  silks,  we  relieve  you  of 

this  work  and  expense  by  sending  you  as  many  of  these  elec- 
tro typed  advertisements  as  you  oan  use. 

Think  of  the  benefit  your  store  will  derive  from  all 
this  advertising. 

It  will  be  the  one  most  talked  about  in  your  community. 

Better  tadie  the  opportunity  now. 

It's  yours  with  your  first  ordor  for  ♦•••••  silks. 

Suppose  you  start  the  new  year  with  a  piece  each  of  the 
26  inch  XX  •  •  •  ♦  •  •  taffeta  and  34  inch  JX   •   •   *   *   *   • 
taffeta. 

Tours  truly, 


1165] 


Salesrooms.  No.  83-85-87  Grand  Street,  New  York 


THE  YORK  SILK  MANUFACTURING  CO. 

MAKERS  OF 

7SAONEYBAK 


PATENTED  SELVAGE 

SILKS 

Advertising  Department 


York,  Penn. 


SCT  IN   OCLUI   ROIIIA        OCLUI   ROBBik   ORNAHCMT 
rOOLC   rniNTINa   CO.,  •OSTOM,   MASS. 


Dear  Slr:- 

Sse  what  the  hlg  retailers  say  of  the  •••♦••  silks. 

A  Philadelphia  firm  says: 

"There  is  an  honest  tlaok  silk  made  in  York,  Pennsyl- 
vania.  It  is  called  i •  ♦  •  ♦  •  ♦»  and  the  name  means  this: 
The  merchant  gives  the  customer's  money  hack  if  the  silk  is 
a  cheat  or  'goes  wrong'  -  and  the  mill  stands  the  loss." 

Note  the  evident  pride  In  the  next  sentence: 

"We  have  the  selling  of  it." 

A  Minneapolis  firm  says: 

"The  "best  hlack  silks  made  in  America  are  the  justly 
famous  ♦♦♦♦*»  Brands  which  stand  for  perfection  in 
weave,  quality  and  satisfaction." 

A  Chicago  firm  writes  as  follows: 

"When  you  see  the  name  ♦*••••  on  the  selvage  of 
black  silk  it  means  silk  insurance." 

A  leading  New  York  merchant  speaks  about  "the  well- 
known  wearing  qualities  for  which  the  ••♦♦••  silks  have 
become  famous." 

The  Boston  Silk  Store  advertises  them  as  "the  celebrated 
production  of  the  best  and  most  progressive  manufacturers  in 
this  great  country." 

But  read  their  advertisements  which  we  enclose. 

They  speaJc  for  themselves. 

Note  the  pride  and  satisfaction  expressed  by  each  of 
these  firms  because  they  have  the  selling  of  the  **♦♦♦• 
Silks. 

They  have  been  selling  them  for  some  years  and  find 
the  demand  steadily  increasing. 

So  will  you. 

Send  us  your  order  to-day  for  a  piece  of  the  26  inch 
••**♦•  XX  taffota  or  the  54  inch  *♦*♦•*  XX  taffeta 
and  we  will  confine  the  sale  of  it  to  you  for  your  town. 

We'll  help  you  sell  it  as  we  do  for  others. 

Yours  truly, 


[166]  §6 


York  Silk  Manufacturing  Co. 


MAKERS  OF 


SALESROOM 

63-85-87  GRAND  STREET 

NEW  YORK 


Ser   IN   NCAVT   COr^CnPLATC  aoTHIC   ANO 
ComitPOTE   UOTHIC   8O10 
AMERICAN    TTI-E   POUNOtAi    COMPANY 


MONEYBAK 


TRADK   MARK 


ADVERTISING    DEPARTMENT 
YORK,   PENN. 


PATENTED    SELVAGE 


SILKS 


YORK.  PENN. 


Dear  Sir:- 

A  western  firm  writes: 

"What  does  the  ******   guarantee  mean?  We  have 
had  considerable  experience  with  silk  to  our  sorrow  and 
have  decided  to  confine  our  silk  business  to  one  line  as 
nearly  as  possible  for  we  realize  we  can  have  a  clcaiier  and 
more  satisfactory  stock  and  our  advertising  will  give  better 
results. " 

Good! 

More  than  a  thousand  progressive  merchant--:  have  arrived 
at  the  same  conclusion  and  large  numbers  are  doing  so  right 
along. 

But  that's  not  the  point. 

I  want  to  explain  the  *•♦*•*  guarantee  and   what 
it  means  to  you  as  I  did  to  this  firm. 

Read  the  enclosed  copy  -  front  and  back. 

It  says  to  your  customer:  "In  case  your  •♦••♦* 
Silk  gives  unsatisfactory  wear  return  the  garment  with  this 
coupon  to  the  merchant  from  whom  it  was  bought." 

That  means  you  because  you  are  given  the  exolusive 
agency. 

"The  purchase  price  will  be  refunded  on  all  *•♦♦•• 
811k  that  proves  defective  with  reasonable  and  ordinary 
wear. " 

That's  clear,  isn't  it? 

How  let's  explain  it  by  an  example: 

Suppose  one  of  your  customers  buys  and  has  made  up 
a  dress  pattern  of  •  *  *  *  *  *  Silk  which  fades,  cuts  and 
goes  wrong. 

She  should  by  all  means  return  it  to  you  with  this 
coupon. 


§6 


1167] 


-8- 

If  the  claim  is  a  reasonable  one  and  the  trouble  is 
the  fault  of  the  silk,  you  arfl  -"itliorized  to  satisfy  your 
customer's  claims. 

We  will  at  once  send  you  the  amount  in  silk  or  cash 
that  you  think  is  due  your  cuatoTier. 

We  can  depend  on  your  fairness  In  this  matter  be- 
cause it  is  to  your  interest  as  well  as  ours  to  prevent 
any  unfair  claims. 

There  are  so  few  claims  presented  that  we  insist  upon 
having  all  defective  garments  returned  to  us  for  examioatioti. 

In  this  way  only  can  we  tell  why  the  silk  went  wrong 
and.   it  enables  us  to  prevent  anythini?  like  it  happening 
a^^ln. 

Nine  out  of  every  ten  claims  which  have  been  presented 
have  been  from  the  causes  shown  in  the  enclosed  folder  en- 
titled "The  Wrong  Treatment  of  Silk." 

Per  your  as  well  as  our  own  protection,  we  send  you  a 
number  of  these  for  distribution  among  purchasers  of  silk 
at  your  store. 

You  see  the  *••••*  guarantee  is  a  preventative  of 
silk  troubles  and  not  a  money  solaoe  for  them. 

Your  customers  want  silk  that  will  wear  and  the  guar- 
suitee  we  give  with******is  the  way  we  show  our 
confidence  in  its  worth. 

Your  confidence  will  be  Just  as  great  if  you  sell 
these  silks  and  this  guarantee  Is  yours  if  you  take  the 
agency  for  your  town. 

When  will  it  suit  you  to  take  it? 

Yours   truly. 


[168]  §6 


ADDRESS  REPLY  TO  THIS  LETTER  TO  THE  ADVERTISING  DEPARTMENT 


The  York  Silk  Manufacturing  Co. 


SALESROOMS 

83-85-87  GRAND  ST. 

NEW  YORK 


MAKERS  OF 

MONEYBAK 

■*■'■*■  Tr«de-Mark  -^  ^ 

PATENTED  SELVAGE 

SILKS 


ADVERTISING 

DEPARTMENT 

YORK,  PA. 


SET  IN  CRAWPORO  AND  CRAWFORD  ITALIC 
THE  H.  C.  HANSEN  TYPE  FOUNDRY 
BOSTON  AND  NEW  YORK 


York,  Pa. 


"  in  an  Ohio  town  of  1,500  trrltes  as  follows:- 

to  Bail  you  r-~  — '  -  ,•  ,..xi..  ^.,. 
h  *  *  ♦  ♦  • 


,  _  ♦  ■-  ^ 


Dear  Slra;- 

A  I 

"I 
piece  of 
half  .  "        •       —  ^ 
She  r 
I 

pl  ,         . 

sale  on  all  tho  *»»**•  SiIjcs." 

yow  I  went  to  tell  ycu  how  we  protect  ycu  from  ccrpeti- 
tlon  on  the  •  ♦  *  *  •  •  Silks. 

of  ♦*♦•*•  •        ,3 

numb^  .  er.d  of  the  piec 

any  other  piece  of  silk. 

Both  those  "■■-■>-'-'■''  ---  «^~!i.       --^^ 

For  fhi^t  ■>.  "■  "3  us 

tc  on 

tl       .  .  • 

This  r.u.Tper  Is  not  very  noticeable  and  cannot  be  rezcved. 


eve 

•   * 

•  « 

« 

^ 

Tn 

O^ 

- 

re 

imu 

ft 

^ng 


...  .  -- ,   .  -  .  -  ^3lly  find  who  is 
->   trouble  and  their  source  of  supply  is 

■etQ  we  grlve  you  the  fiTcluslve 


aoqua i n  L  .^  d  w  1  t.i    t. 

We  '11  do   our   .  ...  w. 

See    the   renult  of  this   co-operation. 

began 

nine  pieces. 

You  can  do  Just  r-   --^ 
27   In'^h   ••••••:. 

•*••*•  XX  taffeta  ; 

ly. 


773 

to 
-h 


§6 


[169] 


ADDRESS     REPLY     TO    THIS     LETTER     TO    THE     COMPANY     AT     YORK,     PA. 

THE  YORK  SILK  MANUFACTURING  COMPANY 

•     •     MAKERS  OF    •     • 

l\AONEYBAK 

■^  "  ^  Trade  Mark  ^  ^ 

ITED    SEL 

SILKS 


MAKERS  OF 

SALESROOMS         •  IWI^^llLID/V  IX  .     .     MANUFACTORY 

8S-85-8r  GRAND  STREET  1  V  i  TradeMark  ^   ^  ijo-iz*  EASTERN  AVENUE 

NEW  YORK  PATENTED    SELVAGE  york,  pa. 


SET  ay  THE 

POOLE  PRINTING  COMPANY 
603TOH,  MASS. 


YORK,  PA., 


Dear  Sir:- 

When  will  you  take  the  agency  for  the    ♦•»•♦•  Silka? 

We'd  like  to  get  you  started  as  soon  aa  possible   so   that 
you  will  get  more  profit  out  of  your  silk  sales. 

You  needn't  take   full  pieces  if  you  feel   that  you  don't 
want  such  a  large  stock. 

We'll  cut  half  pieces   if  that  will  accoimnodate  you. 

Our  idea  is  not  to  sell  you  a  lot  of  silk  and  then  let 
you  get   rid  of  it   the  best  you  can. 

Not  at  all. 

We  know  the  wonderful  possibilities  in  the  **»♦•• 
line  and  are  willing  to  spend  a  considerable  amount  to  enable 
you  to  get  the  silk  started  in  your  vicinity. 

That's  fair,  isn't  it? 

Consider  this  matter  carefully. 

We  are  helping  hundreds  of  merchants  In  small  towns  to 
lacveatae  their  silk  business  and  we  can  do  the   sace  for  you. 

For  Instance,  of  our  agents,  35  are  in  towns  under  one 
thBOsand  population;  78  In  to-jms  between  one  and  two  thou- 
sand; 106  in  towns  between  two  and  three  thouoard;  131  in 
towns  between  three  and  four  thousand,  and  69  in  towns  between 
four  £md  five  thousand. 

The  small  town  merchants  are  doing  as  well  propor- 
tionately with  the  ••♦**•  Silks  as  the  large  city 
retailers  and  we  want  you  to  get  as  much  benefit  from  our 
co-operative  efforts  as  thsy  do. 

Suppose  you  take  the  agency  at  once  and  let  us  send 
you  a  piece  or  say  a  half  piece  each  of  the  27  inch  *  *  •  ♦ 
X2  taffeta  at  $1.05  or  the  34  inch  ••♦•*•  XX  taffeta 
At  $1.22 J. 

These  amounts  will  enable  you  to  prove  to  your  satis- 
faction that  it  will  pay  you  to  work  with  us. 

Yours  truly, 


[170]  §6 


S    C    PARRY.  PRIStDEKT 


E     R    PARRY,  VlCtPBESiDENT 


L.  D    GUFFIN.  THEASUREB 


T.  H.  PARRY.  GEN  L  SUP'T 


A    U.  PARRY    SCCRETAnr 


PARRY  MANUFACTURING  COMPANY 

BUGGIES  •  SURREYS  •  PHAETONS  •  DRIVING  WAGONS 
SPRING    WAGONS  •   DELIVERY   WAGONS  •  CARTS 


ADDRESS  ALL   LETTERS  TO 

PARRY    UrC.  CO..  IHOIAHAPOLIS 


THE  LAftGESr  CARRIAGE  FACTORY 
IN    THE   WORLD 


Indianapolis.  Inc..  U.S.A. 


»tT   >N    HCMSCRS   OP   TMC   COPftRPLATC   OOTMIC   r*Mll.r 
AMCniCAN   TTPC   rOUMOCRS   COMPANV 


Dear  Sir:- 

Mr.  Brown,  who  calls  on  the  Eassachusetts  trade,  feals 
that  In  pursuing  your  sales  activities,  you  cannot  afford  to 
overlook  the  features  which  have  cade  the  1911  *•♦••• 
line  the  hardest  hitting  and  most  liberal  money-making  propo- 
sition now  hefore  the  vehicle  dealer.   Ee  suggests  the  fol- 
lowing undodgeable  reasons  why. 

First  -  Light,  neat  and  substantial  gear  work.   Lighter 
axle  caps  than  heretofore.   Swedged  axles. 

Second  -  Improved  top  work.   Smarter  styles.   Better 
material. 

Third  -  Tasteful  and  durable  painting  and  finishing. 

Fourth  -  All  upholstery  material  two  ounces  heavier  them 
last  year. 

Fifth  -  Painstaking  care  in  the  matter  of  orating. 

Sixth  -  Faithful  and  effective  co-operation  in  the  sale 
of  the  work  and  promotion  of  mutual  Interests. 

Seventh  -  Dispatch  in  executing  orders. 

The  •••♦*♦  line  for  1911  is  the  very  line  you're 
going  to  need.   It  meets  your  wants,  maintains  your  custom 
and  makes  you  money.   It  is  tho  lino  that  stands  out  pre- 
eminently in  Massachusetts  to-day  because  of  its  peculiar 
adaptability  to  the  specific  trade  requirements,  and  Mr. 
Brown  is  convinced  that  you  are  the  logical  dealer  in  Boston 
to  handle  it. 

Yours    truly, 


§7 


[171] 


PAKin  MANUFACTUKING  COMPAXY 

BUGGIKS  •  SUBREYS  •  PHAETONS  •  DRIVING  WAGONS 
SPRING  WAGONS  •  DELIVERY  WAGONS  •  CARTS 


•  CT   IN   CAHD   MCRCANIILe   AND   HCHCANTILC 
AMCAICAN   TT^C   rOUNOIMS   COMP*NT 


THS  LAHOKITT  CAUniAUK  rACTOBT 

ui  Tns  woiu^ 


INDIAJfAPOUS,  IND.,  U.S.A. 


Dear  Sir:- 

You  will  have  tlio  catalog  you  requested  Just  as  quickly 
&8  tti3  tcalls  can  get  it  to  you.  It  was  sent  this  morning. 
Plear      rn   tlie  card  that  went  with  it  bo  we  will  loiow 
it  r-      you  safely. 

The  line  it  shows  is  a  triurph  in  the  nanufacture  of 
rehicles  -  a  natmoth  success,  designed  for  successful 
dealers.  The  snappy  new  round-cornered  todies  will  "be  sure 
to  make  a  hit  with  your  trade.  They  mey  b«  had  in  either 
steel  or  wood  -  no  extra  cost-  See  page  9.  It*3  easy  to 
Bake  money  with  such  a  well-halajiced  line. 

Keep  the  enclosed  price  hook  handy.  The  quotations 
in  it  are  suhject  to  the  wholesale  discount  of  — ^,  less 
5^   for  cash,  except  on  carts  and  extras  which  are  net. 
Hote  the  particularly  low  prices  on  the  genuine  Eelly- 
Sprlng  ruhtier  tires.   All  quotations  are  f.o.b.  cars 
factory. 

Keenly  appreciating  the  opportunity  of  supplying  you 
with  our  catalog,  and  trusting  that  the  season  may  prove 
a  profitable  one  with  you,  we  are, 

Youra  truly, 

[172]  §7 


Parry  Manufacturing  Co. 

BUGGIES,  PHAETONS                                                    f        ^  T'T'lCi  (j  ^  Q 
SURREYS,  DRIVING  WAGONS                                  \^  Cll    1    ICl^  C/O 

^ 

^ 1 

Largest 
Carriage 
Factory 
in  the 
World 

Vehicles 

ofall 

Kinds 

B0O«M*N   OtDSrVLE  AND    BOOKMAN    IIAliC 

VERSATILE  ORNAMCNT        FRENCH   CAST  SQUARES 
AHCRICAN   TYPE   FOgNDCffS   COMPANY 


Indianapolis,  Ind.,  U.  S.  A. 


Dear  Sir:- 

fhen  the  dealer  sells  a  buggy  he  nakes  ^  "' * . 

That's  hia  prl    -   '    -^    'n  selling  it.      ^' j 

sells   the  more  piuiit  iie  c"       .So  it  is  iiis  aiii  to  sill 
a  great  ncry  that  hia  prof  r~. 

Ti-.o   c  JD  of  this   1. 

reasct.ing  la   that  the  vehicle  deeiler  bju 
of  ».  sell  _    emd  t 

That's  what  we  are  offering  the  trade  foi  -'s 

the  kind  irhich  Tsrrlts  you  to  b»iy  low  ar.l  sell  hirh,   with 


a  good  loc. 

But  t: 
honestly  aa^-e, 
pier 
bors,  too. 

Surely,  Mr 
trade  and 
worth  fT-^tl 
enc] 


>-  yourself  i..  w^« — .... 
.i   i:ot  the  only  ylrttte.  j., 

1  trork  -  the  kind  v..::-',   E^t  c;ily 
,  but  :  back  -  and  his  noi^jh- 

J  the  line  that  \  3  your 

your  profits  while  it  does  it,  is 
la  way  is  easy  -  the 
does  the  trick. 

Y,  i;  rT  +.1-11"'  -.J  . 


§7 


[1731 


ADDRUa  ALL  LVTTBR«  TO 

Pakbv  Mr<i.  Co..  LSDiAjiAPOLia 


TltE  LAROBIIT  CA.RBIAOB  PACTOBV 
IN  TIIK  WOHLU 


l^arry  Manniattntxn^  (Enmpany 

Buggies  •  Surrevs  •  phaetons  •  Driving  ^Vagons 
Spring  AVagons  •  delivery  Wagons  •  Carts 


«.  e.  PAKRY,  PSKSIDBrfT 

E.  B.  PARRY.  ViCK-PusniDSNT 
1„  D.  GL'FriN.  TMKAMURSH 
T.  H.  PARKY.  t.-^NL  BUP-T 
A.  M.  PAiUiY.   SJfCUKTABT 


BET   IN    CNQKAVIRS  OLD   CNQLISH    SOkO   AtO   (NgAAVfKfl   lOLP 
AMimCAN   TVM   POUNOCM   COM^ANT 


fn2)iana)ialia,  Jfnh.^  33.#.  A. 


Dear  Sir:- 

If  you  want  an  assured  sale  for  the  work  you  handle  - 

If  it  is  to  have  points  that  will  instantly  commend 
it  to  your  trade  - 

If  you  want  to  honestly  feel  that  the  work  you  are 
selling  possesses  real  merit  and  embodies  advantages  that 
your  competitor  cam't  offer  - 


Weigh  these  1912 


*««*** 


features. 


First  -  Stylish  round-cornered  bodies  -  either  steel 
or  wood  -  no  extra  charge. 

Second  -  Snappy  auto  seats  -  both  twin  and  triple 
effects. 

Third  -  Full  wrought  gears  on  "A"  and  "B"  grades. 

Fourth  -  Improved  painting  -  the  kind  that  lasts. 

Fifth  -  Honest  values  in  delivery  wagons. 

If  you  want  to  dominate  the  vehicle  business  in  (town) 
-  if  you  really  want  your  patrons  to  have  the  very  last 
penny's  worth  for  their  money  -  if  you  care  for  absolute 
fortification  against  competition  -  think  these  things  over 
carefully,  gentlemen. 

Yours  truly, 


[174] 


§7 


AOOBKSS    ALL    LtTTKHS  TO  Th K    LAROEST   CARHIAOC    FACTORT 

Pabrv  Mro.  Co..  Indianapolis  in  tmc  World 

iJiVixw  *J\Lanula^\wunwKJininanw 

BUGGIES -SURREYS -PHAETONS -DRIVING    WAGONS 
SPRING     W  AGO  NS   •   DELI  VE  RY    W  A  G  O  N  S   •   C  A  R  TS 


8.   C.   PARRY,    PRCSIOSNT 

E.  R.  PARRY.  VICC-Pni«IDCNT 
L.    D.  G  UFFIN,  TrCASURKR 
T.  M.  PARRY,  CKNL  SUP'T 
A.  M.  PARRY,  SKCnETARY 


SET  IN  TYPO  UPRIOMT  BOLO  AMD  TYPO  flOTHIC 
AMCRICAN   TYPE  FOUNDERS  COMPANY 


tJnJMi.ncuaa.UA',  «Jn<li,  U.C^.CX. 


Dear  Sir:- 

"It's  the  little  things  in  life  that  count"  -  likewise 
in  buggies. 

In  many  fixed  essentials  buggies  don't  vary  much.  There 
are  certain  lines  and  proportions  that  are  observed  more  or 
less  carefully  by  all  builders.   The  real  difference  lies 
mainly  in  the  care  that  is  given  to  details.  A  top  may  be 
made  from  the  very  finest  of  leather  and  fully  equipped,  but 
if  it  hasn't  the  right  "pitch"  -  as  the  trimners  say  -  or  if 
any  part  of  the  appointment  is  out  of  harmony,  the  top  is  a 
failure . 

A  buggy  is  judged  not  so  much  by  the  length  of  the  body, 
the  color  of  the  gear,  or  whether  the  top  is  full  leather  or 
part  rubber.  The  things  that  unconsciously  mould  the  cus- 
tomer's opinion  are  often  the  minute  details  -  the  way  the 
dash  is  braced,  whether  it  is  padded  or  plain,  whether  the 
fifth  wheel  is  really  wrought  or  merely  malleable,  whether 
there  are  good  steel  springs  in  the  cushion,  etc. 

If  you've  been  making  the  mistake  of  looking  upon 
these  things  as  trifles,  reform  right  now.   Adopt  a  rigid 
standard  regarding  the  work  you  buy,  and  then  measure  oUr 
1912  line  by  that  stfuidard. 

It'll  toe  interesting! 

Yours  truly. 


§7  [175] 


S    C.  PARRY,  President  T.  H.  PARRY    Gchl  Sur>T  L.  D.  GUFFIN,  TRE«su8En 

E.  R.  PARRY.  Vice-President  A.  M.  PARRY,  Sccretart 

pmm  mmwmmmm  mmfmY 

THE   LARGEST   CARRIAGE   FACTORY   IN   THE   WORLD 

iySdDES,  Sy^^EYS,  FTOETOINli,  i^flWIid  WKSOiS 

SPRING    WAGONS,    DELIVERY    WAGONS    AND    CARTS 

Indianapolis,  Ind.,  U.S.A. 


SET  IN  BOSTON  OOTHiC  AND  LINING  QOTHIC 
THE  M:  C.  HANSEN  TVPf  FQUNDflY 
BOSTON  AND  NEW  YORK 


Dear  Sir;- 

Are  you  "fussy"  about  tho  gaar  work  on  the  buc^gies 
you  sell? 

Then  look  ir.to  the  features  we  are  offfering  on  the 
1912  **•*♦•  line.  You'll  he  proud  to  offer  them  to  your 

trade,  lir. ,  Just  as  we  are  to  call  your  attention  to 

them. 

In  the  fir  wheels  juid  all  the  gear  work 

are  thoroughly  ......  ....  .....    ---.^  -   the  clear,  tough  kind 

that  gro7;s  ri^ht  here  in  Inc       It's  the  hest  in  the 
world,  and  other  builders  from  iiaine  to  Uissouri  come  here 
for  it. 

Axles;  71:ey're  one  piece  -  made  from  ona  bar  of  steel. 
There  is  no  T,-eld.  Eid  you  ever  r..:tic-2  t'-.^it  L.oit  of  tlio 
axle  breakages  are  at  the  weld? 

Springs;  oil  tempered,  elastic  au-.d  scientifically 
graded.  Thay  are  not  stingy  in  length  either  -  thirty-six 
inches  on  cost  vork. 

Fifth  wheels;  Twelve  inches  wrought  on  all  "A"  and  •B" 
work.  Kalleahle  used  on  "C  graide. 

Clips,  bolts,  etc.,  are  all  wrought  -  reaches  are  cross 
and  diagoneilly  traced. 

Think  how  easy  it  is  to  invostlgate! 

Yours  truly. 


[176]  §7 


S.   C.   Parry,   pres.  E.   R.   Parry,   vice-pres  L.   D.  Guffin,  treas.  T.   H.   Parry,  genl  Supt.  A.   M.   Parry,   sec. 

Parry  Manufacturing  Company 

BtlGGIES      SURREYS       PHAETONS        DRIVING    WAGONS 
SPRING  WAGONS       DELIVERY   WAGONS       CARTS 

ADDRESS     ALL     LETTERfl     TO  THE     LARGEST     CARRIAGE     FACTORY 

PARRY     MFG.     CO    .     INDIANAPOLIS  IN     THE     WORLD 


INDIANAPOLIS.    IND..    U.S.A. 


SET  BY  THE 

POOLE  PRINTmO  COMPANY 

BOSTON,  MASS. 


Dear  Siir:- 

As  a  dealer  you  are  a  buyer  of  work  as  well  as  a  seller. 

In  your  role  as  seller  you  find  that  the  people  with 
whom  you  deal  usually  have  two  mighty  well  defined  ideas 
when  they  buy  buggies.   They  want  good  goods  and  they  want 
low  prices.  Some  are  more  interested  in  the  low  prices; 
others  make  quality  the  principal  consideration  -  but  all 
want  both. 

Here's  how  we  neet  the  demajid  - 

We  go  into  the  raw  material  markets  and  make  purchases 
in  immense  quantities.  That's  one  big  saving.   The  raw 
stuff  comes  to  us  in  car  quantities  -  that  means  no  leaJLage 
for  transportation.  We  work  it  up  \inder  the  most  systematic 
methods  that  a  corps  of  the  world's  best  manufacturing  ex- 
perts can  devise  -  more  saving.   It  is  done  in  a  factory  that 
is  known  throughout  the  leuid  for  its  completeness,  comfort- 
able appointment  and  excellent  arrangement.  From  the  time 
the  steel  is  refined  and  the  oak  and  hickory  are  milled  out 
of  the  log,  until  they  come  together  in  the  finished  vehicle, 
there  is  no  opportunity  for  waste. 

We  do  the  eoonomizing  for  you  -  the  price  proves  it. 

Yours   truly, 


§7  [177] 


International  Harvester  Company  of  America 

(Incorporated) 

Geneiral  Offices  at  Chicnito,  U-  S.  A.. 

Champloo  D**»iatf  MeCormiok  MUwaakes  Piano 


•  CT  IN  MCMaeRt  or  THE  LTHO  fAMIkV 
AMIRlCAN  TYPC  fOUNOf  A>  COMPANY 


Dear  Sir: 

You  can't  do  very  much  with  2  cents  nowadays,  espe- 
cially in  some  directions.   In  these  times  of  excessively 
high  prices  it  wouldn't  buy  much  food,  "but  2  cents  spent 
in  a  certain  way  will  do  more  than  you  realize. 

Spent  in  hired  men's  wages,  2  cents  would  get  you 
practically  nothing.   Supposing  you  had  a  chance,  however, 
to  get  a  hired  man  who  would — 

Grind  6  bushels  of  com  for  2  cents 
Pump  3,000  gallons  of  water  for  2  cents 
Cut  1  1/2  tons  of  ensilage  for  2  cents 
Shell  40  bushels  of  com  for  2  cents 
Separate  800  pounds  of  milk  for  2  cents 
Run  your  spraying  outfit  for  a  couple 
of  hours  for  2  cents — 
you  would  jump  at  the  chance  to  get  this  man,  wouldn't  you? 
We  are  offering  you  one  now.   An  I  H  C  gasoline  engine 
will  do  these  things  at  a  cost  of  2  cents  for  fuel.   Can 
you  get  em  equal  amount  of  work  done  by  any  other  means 
for  the  seuae  money? 

This  is  because  each  tiny  drop  of  gasoline  is  an  ocean 
of  energy,  ajid  an  I  H  C  gasoline  engine  transforms  more  of 


1178)  §8 


-2- 

this  energy  Into  actual,  useful  work  than  any  other  engine 
built. 

We  might  mention  more  about  the  actual  economy  of 
operating  an  I  H  C  engine,  but  there  are  other  important 
things  to  be  considered.   There  is  the  release  from  the 
worries  of  the  uncertain  hired  help  problem-   Isn't  it 
worth  something  to  have  an  absolutely  dopendable  power  at 
your  command  day  or  night,  summer  or  winter,  in-doors  or 
out-of-doors — a  power  that  will  work  for  you  this  year  and 
for  years  to  come? 

It  will  out  short  the  time  you  now  spend  over  many 
a  hard,  disagreeable,  unprofitable  task,  and  give  you  aore 
time  for  leisure  and  pleasure. 

An  I  H  C  engine  is  one  of  the  most  potent  factors 
making  for  a  better,  easier  and  more  profitable  farm  life. 

We  have  an  attractive  engine  catalogue  reserved  for 
you.   It  describes  the  I  H  C  lino  fully.   Wouldn't  you 
like  to  look  at  it?  Say  the  word  and  we  will  cheerfully 
send  it. 

Yours  truly. 


[1791 


iiiiiiiiiiiiiiiiiiiiiiiiniiiiiiimiiiiiiiiiiiiiniiiiniiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiim 

«J\,iaiv  t:^xaa.e/  Uiinc  -UiaceA' 
e^ptiivajicitt' 


SCT  IN  nwe  SMAOED     linear  BonocR  no.  a 

AMCmCAH   TT»C   FOUNDERS   COMPANT 


Dear  Sir:- 

In  the  v.ii.eufl  of  a  prominent  Milwaukee  jeweler's  store 
j.a  a  ciard  bearing  this  inscription: 

"Naturally  we  push  the  watch  which  gives  us  the  least 
trouhle  in  making  good  our  guarantee.  That's  why  we  recom- 
mend the  ♦  *  *  ♦  ♦  *  Watch. 

Read  that  again  —  "the  watch  which  gi«v;o  j___i  the  least 
troubls  in  making  good  our  guarantee." 

Their  guarantee  sells  these  watches  —  not  the  nanuiac- 
ture.i' . 

We  are  rcsponi^iixs  lor  xa-3  ui^i-  T-^ii-ity  oi  t^ij  nova- 
men'-  .   --  '   •  •   iiich  gives  these  j'ewelers  the  leaot 
troucxj  ir.      :  good  their  guarantee. 

See  ho'.i  sa-i-xing  the  best  watches  on  v,:2ir  c:jn   guarantee 
adds  to  the  presf    "  these  Jewelers? 

Now  look  at  \,  ij  Liitter  from  another  ^j^-u. 

Did  you  ever  atop  to  think  that  your  pre3;,l;-'j  aaffors 
every  tiae  you  subordinate  your  guarantee  to  that  of  the 
manufacturer  who  makes  the  goods  you  sell? 

Think  it  over. 

Your  customer  buys  from  you  —  not  from  the  manufac- 
turer.  He  wants  your  guarantee.   You  are  the  man  he  can 


[180]  §9 


-2- 

reach.  Then  why  should  you  lose  this  opportunity  to  add  to 
your  prestige  by  shifting  the  guarantee  to  the  manufacturer? 

Hake  the  most  of  it. 

You  select  the  merchandise  and  are  responsihle  for  it. 
If  it  does  not  prove  satisfactory  you  must  make  good  the 
guarantee  —  the  quicker  the  tetter.  Pushing  it  off  on  the 
Banufaoturer  caxtses  your  customer  to  lose  confidence  in  you. 

If  the  merchandise  proves  satisfactory  you  are  entitled 
to  the  credit  and  good-will  which  you  have  earned.  This  is 
an  asset  which  will  daily  become  more  valuable  if  you  select 
the  best  goods  —  those  which  give  you  the  least  trouble  in 
■aking  good  your  guarantee. 

That's  another  reason  why  it  is  to  your  advantage  to 
push  the  sale  of  the  •♦••♦♦  Watch. 

If  your  stock  is  not  complete  for  the  holiday  season 
it  would  be  well  for  you  to  anticipate  your  needs  now. 

Yours  very  truly, 

P.  S.  We  have  reproduced  the  card  above  mentioned  and  are 
•ending  you  one  together  with  another  very  attractive  card, 
both  of  which  you  may  wish  to  use  in  the  same  way. 


[181] 


HIGH    GRADE  TIME    PIECES 


Srr  IN  COPPCRPLATt  OOTMIC  AND  WBOOINO  T«)fT 
AMERICAN  TYPE  FOUNDERS  COMPANY 


Dear  Sir:- 

Why  sell  the  best  watches  and  use  Imitation  materials 
in  repairing  them? 

Your  reputation  is  as  much  at  stake  in  the  one  trans- 
action as  in  the  other. 

Why  not  be  genuine  all  through? 

Genuine  materials  are  standard  in  size  and  quality. 
They  are  interchangeable  and  when  you  replace  a  damaged 
part  with  new  material  from  the  factory  the  watch  is  of  the 
aame   high  quality  as  before. 

This  is  not  the  case  when  imitation  materials  are  used. 
They  are  not  standard  and  the  quality  is  open  to  question. 
Besides,  they  cause  you  more  trouble  smd  annoyance  than  you 
save  in  the  difference  in  cost. 

Why  not  increase  your  satisfaction  and  get  better 
prices  for  your  watch  work  by  using  the  genuine  materials 
when  repairing  ♦•♦*••  Watches? 

Your  material  jobber  can  supply  you  with  these  whenever 

needed  or  if  you  prefer  you  can  maJce  your  selection  from  the 

catalogue  we  are  mailing  you  and  send  your  order  direct  to 

the  factory  where  we  are  splendidly  equipped  to  serve  you 

promptly. 

Yours  very  tmly. 


[182]  §9 


n^ntps^fjire  Qapet  Qompanp 


feoutf)  ^ablep  jFalltf  ▼  iWa£f£(ac!)usett£( 

Jfine  dtationcrp  ©fpartmtnt 


SCT   IN   CLOISTEH   SLACK        MIS»*L   INITIALS  »8ttD 

ITALIAN    SANDS        CHA^-SOOK   OUIOONS 
AMCMICAN    T-rf>e   FOUNDCRS   COMPANY 


1  r 


iJear  Sir:- 

It  is  your  problem  to  produce  printed  matter  capable  of 
conveying  your  ideas  or  arguments  to  others  without  loss  in 
the  transmission. 

Rare  wine  from  a  tin  cup  would  lose  its  charm.  Telling 
thoughts  delivered  by  a  poor  orator  lose  their  effectiveness. 
In  all  times  influence  has  been  Just  as  potent  as  argument. 

That  »♦»♦♦♦  Bond  Covers  will  help  to  influence 
those  who  read  your  arguments  has  been  pretty  definitely 
settled  -  still  that  is  left  to  your  judgment. 

When  a  man  buys  a  page  of  magazine  space  the  circula- 
tion governs  the  price.   When  a  man  buys  printing  and  paper, 
too  often  nothing  governs  the  price  but  the  price  itself. 
It  is  what  a  piece  of  printed  matter  does,  not  what  it  costs, 
that  establishes  its  true  value. 

If  you  decide  to  use  ••*•••  Bond  Cover  and  your 
printer  seems  to  have  euiy  difficulty  in  securing  it,  will 
you  kindly  write  us. 

Yours  very  truly, 

610  [183] 


III.IIII.I.I.II.II.I.I.I.I.I.I.I.I.I.I.ir.t.l.l.l.l.l.l.l.t.l.l.M.I.I.T.>.l.l.l.l.!.l.!.TTTJ 


i.itij.ri.i.i.iTt.tiAiTi.r.ri.iTi.Li.i.i.tii.i.ri.ij.»j.i.i.i.ti.ti.i.i.i.i.r.i.i.ii.i.r.i.i.i.i.i.i.iiii.i.i.i.iiii.i.ii.iiiiiiiii 


i.'.i.'.i.'.i.MaEj: 


Hampshire  Paper  Company 

MANUFACTURERS       OF       THE       CELEBRATED 

OLD  HAMPSHIRE  BOND 

lvr,■I^^^■r^■I^^^M^M^■r■■r^Tn^'l^■l^■l^■]^M;TrtVTT^:■r,M^M^M^M^M^■]^M^M^■l^■r^M^M^M^■M^■I^■M^■■l^M^M^M^^r^^T;'rTT^^ 


SB  GRIFFIN.  Pres. 
W.D.JUDD.Treu. 


South  Had  ley  Falls,  Mass. 


Ser   IN    OCLLA   ROSB<*        OCLtA   ROBBIA   BOttDCR 
tlTHOTONE   BDASS   DUI^C        STHATHMORC   ORNAMCMTS 
AMIRICAN   TYPE   rOUNOCnS   CON^ANV 


Dear  Sir:- 

We  have  your  favor  of  the  1st  inst.,  and  as  requested, 
are  sending,  under  separate  cover,  a  sample  book  of  •  •  *  ♦  * 
Bond.  VTnilo  the  paper  must  prove  its  own  best  advocate,  we 
suggest  that:- 

We  can  make  no  attempt  to  compete  with  ordinary  bonds 
on  first  coat.   Our  claims  for  your  consideration  are  based 
entirely  upon  final  results. 

The  value  of  *  *  •  *  ♦  *  Bond  lies  not  so  much  in  the 
keen  personal  satisfaction  you  will  find  in  using  the  clean, 
crisp  aheets,  as  in  the  influence  the  paper  adds  to  the 
messages  it  carries. 

Modern  business  is  done  by  letter.   Stationery  that  was 
considered  good  four,  three,  or  even  two  years  ago  does  not 
measure  up  to  the  standard  of  to-day.   Letters  and  litera- 
ture claim  our  attention  on  all  sides,  and  if  they  are  to 
step  out  from  the  mass,  they  irust  stamp  the  individuality  of 
the  writer.   ••**•♦  Bond  invariably  bespeaks  consider- 
ation -  it  prohibits  the  waste-basket  habit,  so  to  speak. 

We  suggest  that  you  fill  out  one  of  the  enclosed  esti- 
mate blanks  and  mail  it  to  your  printer  or  lithographer.   If 
then,  you  have  any  trouble  in  securing  either  paper  or 
envolopes,  please  advise  us  and  we  will  see  that  the  diffi- 
culty is  removed. 

Yours  very  truly, 


[184] 


§10 


TT  TTTT  ■  Mil  llfT  ^1]^  i^^ 


Hampshire  Paper  Company 


FINE  STATIONERY  DEPARTMENT 


M mill iiiiiiiiiliiiiB 


IjljlllllI'MI!^ 


r^^S*^ 


irr  IN   ■TMATHMOIIC  OLOCTVLC        OMAV   BODOCR    NO.   3 
«MtltlC*N   TVPE   rOUNOCKS   COM»*XV 


South  Hadley  Falls,  Mass. 


Dear  Sir:- 

On  the  assumption  that  you  will  he  interested  in  a  note 
paper  distinctly  for  men,  ve   take  pleasure  in  enclosing  a 
small  portfolio  describing  *♦•♦*•  stationery. 

There  are  certain  distinctions  recognized  by  men  of 
culture  and  refinement  that,  however  finely  dra7vn  in  the 
beginning,  have,  through  long  usaga,  become  arbitrary.   For 
instance,  no  man  would  think  of  wearing  other  than  white 
linen  with  his  evening  clothes.   With  stationery,  men   have 
invariably  left  the  papers  of  soft  texture,  the  tinted 
papers,  and  the  linen  or  fabric  finished  papers  to  the  use 
of  the  ladies.   And  the  distinction  here  is  not  without 
foundation,  for  such  papers  are  effeminate. 

On  the  contrary,  the  crisp,  clean  sheets  of  •  •  •  •  *  • 
Stationery  have  a  masculine  strength,  dignity  and  quietness 
that  suggest  the  gentleman  who  is  also  a  man.   We  beliere 
that  you  will  find  a  marked  pleasure  in  using  ****** ^ 
euid  that  you  will  wish  to  add  your  name  to  the  list  of  its 
users  -  a  clientele  of  whom  we  feel  justly  proud. 

It  will  be  more  convenient  for  you  to  purchase  the 
stationery  of  your  local  dealer,  but  if  you  should  have  the 
least  difficulty,  we  will  supply  you  at  the  prices  in  tho 
portfolio,  prepaying  the  carriage. 

Yours  very    truly. 


[185] 


DD 


:nn 


Burrou2;hs  Addins;  Machine  Co. 


DDC 


DD 


CAB1.F.  AtinRESS;"BURAD- DETROIT, -ADDITIVE"  LONDON 

THE  WtSTEKiN  UMON.  LIEBERS.  AND  PRIVATE  CODES  USED 


THE  MACHINE  WHICH  INSURES  CORRECT  ACCOUNTING 
HAS  SAVED  ITS  USERS  MANY  THOUSANDS  OF  DOLLARS 


Ceoeral  Office*  antl  Factory; 


Detroit,  Michigan, U.S.  A. 


■  CT   IN    MIMBCm  or   THC    BODONI    fAMILV 
BOSTON    BAETON    CAST    SQUIRES 
AMCMICAN   TV^C   fOUNOCKS   COH^ANV 


Dear  Sir:- 

"Cost  Keeping  Short  Cuts"  Is  a  new  book  about  costs 
and  it's  free  to  you  If  you  want  It. 

It  Is  a  practical  book  because  the  things  in  it  come 
from  concerns  who  are  keeping  costs  in  all  lines  of  business. 
Friends  of  ours  really  wrote  it  for  us;  users  of  *  *  *  •  •  • 
Machines,  who  have  worked  out  simple  time  and  labor  saving 
ways  of  knowing  the  vital  facts  about  their  business. 

That's  why  we  want  you  to  have  a  copy.   You'll  be  sure 
to  find  help  in  it  from  the  "other  fellow"  who  has  found 
some  short  cut.   And,  if  you  have  no  cost  system  now,  you 
will  get  a  good  idea  of  what  a  simple  sane  system  of  cost 
knowing  can  do  for  you. 

Some  of  the  192  pages  of  the  book  tell  how  the  •  ♦  •  • 
cuts  the  cost  of  keeping  costa.   frankly,  that's  why  it  pays 
us  to  print  so  expensive  a  book  and  to  mail  it  without  cost 
to  you. 

Will  you  send  for  it  on  this  post-card? 
To-day? 

Tours  truly, 


[186] 


§11 


Burroughs  Adding  Machine  Company 

acNcnAi-  oFrices  ano   factory 

CAOLC  Aooness  WESTERN     UNION.    LIEBERS. 

BURAD-    DETROIT  JJETROIT,     JVIICHIGAN,      U.O.   i\.  ANO     PRIVATE     CODES     USED 

'"ADDITIVE"     LONDON 


BET  IN  at-AIR  AND  LIQMT  LITHO 
AMERICAN  TVPC  FOUNDERS  COMPANV 


Dear  Sir:- 

We  would  like  very  much  for  you  to  become  familiar 
with  the  uses  of  the  ♦••**♦  Machine,  even  though  you 
may  not  seriously  contemplate  purchasing  at  the  present  time. 
Just  now  we  have  a  very  good  opportunity  to  arrange  it  so 
that  you  can  do  this  if  you  wish.   Several  of  our  demon- 
strating machines  are  now  in  your  vicinity  and  will  not  be 
in  use  for  a  little  while  and,  if  agreeable,  we  will  have 
one  of  them  delivered  to  you,  as  we  would  much  prefer  that 
it  be  in  use  rather  than  standing  in  the  shipping  case. 
Our  representative  will  then  tal:e  pleasure  in  dropping  in 
on  you  sometime  when  he  is  near,  and  explaining  the  uses  in 
detail,  after  which  you  can  make  free  use  of  it  until  we 
require  the  machine  elsewhere.   You  will  in  this  way  be 
better  able  to  Judge  as  to  whether  the  machine  will  ever  be 
an  economy  for  you  in  your  work. 

Should  you  feel  any  hesitancy  about  doing  this,  we 
want  to  explain  that  the  machine  will  be  entirely  at  our 
expense  and  risk  -  fire  or  otherwise  -  while  with  you;  and 
your  using  it  will  not  obligate  you  In  any  way. 

We  will  very  anich  appreciate  your  favorable  reply 
under  the  enclosed  staaped  cover. 

Yoars  very  truly, 


§11  [187] 


BC 


DH 


Q 


LEUND  MOORE  PAINT  &  OIL  COMPANY 


Q 


Lemoco  Quality  Paint  Products 

JOBBERS  OF  OILS,  ROOFINGS.  CLASS.  BRUSHES  AND  SUPPLIES 


LELAND  MOORE.  President  and  TreMurer  W.  H.  MIXSON.  Vice-President  R.  S.  WHALEY.  Solicitor  E.  H.  McIVER,  Secretnry 


Q 


B 


QC 


StT    IN    MtHOtaS    0»    t«t    CHflTtHHAM    ««Ntl.V         C'ST    5Q1J*ntr 
SfllATHMOItC   O'MAMCNTS        MONOTONE   SOnDCII 

AHcniCAN  rv^e  rouNotus  com»nt 


Charlestown,  S.  C. 


Dear  Sir:- 

It  iray  not  occur  to_u3  to  talk  to  you  about  or  quote 
you  on  the  particular  thing  which  would  interest  you. 

So  TTon '  t  you  just  rememher  that  it  gives  us  a  very 
great  deal  of  pleasure  to  answer  questions  and  name  prices? 

While_we_are  paint_s2ecialists  and  therefore  talk 
PAINT  more  than  anything  else,  yet  we  carry  large  and  well- 
atsorted  stocks  of 


GLASS 


TAR  PAPSR 


RUBBER  ROOFINGS 


OILS 


GREASES 


LADDERS 


ROPES 


BRUSHES 


and  a  lot  of  other  things  tesides. 


Shi-PTner.ta  are  made  the  same  day  the  order  gets  here  in 
almost  every  instance.   That  ought  to  interest  you,  as  you 
prota^ly  want  what  you  want  when  you  want  it  -  not  later  on. 

Will  you  remember  us  the  next  time  please? 

Very  truly, 

Did  you  know  that 
THE  OIILY  PAITTT  FACTORY 
in  South  Carolina 
is   ours? 


[188] 


§12 


Eskay's  Albumenized  Food 

NOURISHES  FROM  INFANCY  TO  OLD  AGE,  THE  IDEAL  FOOD  FOR  LWALIDS 


DEPARTMENT 

Smith,  Kline  &  French  Company 


No.  429-t3S  ARCH  STREET 


Philadelphia,  Pa. 


ICT  IN  HCMSKKS  OF  TNC  ■OOOMI  PAHILT 
FOOie  PRINTIHO  CO.,  OOSTON.   MASS. 


Dear  Madaim:- 

We  have  learned  incidentally  of  an  addition  to  your 
family  and  we  congratulate  you.  What  to  feed  the  baLy  is 
probably  the  first  question  you  will  have  to  decide. 

Under  normal  conditions  the  best  food  is,  of  course, 
mother's  milk,  tut  if  the  mothar  is  not  in  perfect  health, 
or  if  hsr  vitality  is  simply  impaired,  then  the  q-jr.lity  of 
her  milk  is  most  apt  to  become  undesirable  and  arti-iicial 
feeding  should  be  employed. 

Cow's  milk  is  undoubtedly  the  best  substitute,  but 
cow's  milk  is  intended  by  nature  for  the  stomach  of  a  calf 
gmd  must  be  modified  so  that  it  shall  be  as  easily      led 
as  mother's  milk  and  yet  contain  the  right  food  c^     ;  in 
the  right  proportions  to  maie  strong  and  healthy  tiaauos. 

******  Food  yields  these  results.   It  ic     '  -.^ith 
fresh  cow's  milk,  and  the  milk  is  not  boiled  in  p.       ;; 
thus  all  the  healthful  freshness  of  the  milk  is  pi\;  ji^od 
and  yet  it  is  rendered  as  digestible  as  mother's  iiilk. 

What  can  be  said  of  *****  *  Food  as  an  infant  food 
is  just  as  true  for  invalids  or  any  one  suffering  fre.-n 
stomach  trouble.   If  taken  by  nursing  mothers  it  greatly 
assists  in  the  production  of  more  milk  and  of  better  (quality. 

Ask  your  doctor  about  ••♦♦*•  Food.   T'        are 

prescribiiig  it  regularly  in  their  practice  and  i j 

have  used  it  for  their  own  children. 

The  cost  of  feeding  •*♦•♦*  Food  is  e-      \y   low. 

It  costs  only  9  cents  a  day  to  feed  a  three-mc. -xi  child 

on  *****  *  Food,  including  nilk  at  8  cents  per  quart. 
Surely  not  enough  to  consider  when  the  hetilth  of  your  child 
is  at  stake. 

It  can  be  purchased  from  emy  druggist  at  the  following 
prices:  25  cents,  50  cents,  75  cents  a.id  {2.50  per  Jar. 

Samples  large  enough  for  ten  feedings  will  be  sent  on 
request. 

Yours  truly. 


§13 


[189] 


WB 

Eskays  A  bumenized  Fooc 

DEPARTMENT  SMITH,  KLINE  &  FRENCH  CO..  CANAL  AND  POPLAR  STREETS.  PHILADELPHIA.  PA. 

'^. 

m^. 

SIT  IN  AVIL       CASTCN  •OnPEH 
^OOll   miNTmO   CO.,    BOSTON.    MASS. 


Dated  I 


Dear  Itadam: 

In  accordance  with  your  request  we  send  by  this  mail  a 
sample  of  *****  *  Food  for  trial,  and  feel  confident 
that  your  experience  will  be  as  satisfactory  as  others  have 
reported. 


The  ingredients  of  *******  Food  are  combined  in 
such  a  way  as  to  give  the  proportion  of  einimal  and  vegetable 
matter  which  the  highest  authorities  claim  the  infant  needs 
for  its       y  nourishment  and  development.  Nursing  mothers 

will  fi...  .  it  imparts  strength  and  tone  to  the  system 

ar.d  increases  and  improves  the  supply  of  milk.   •♦•••« 
Pood  can  be  retained  by  the  most  delicate  and  rebellious 
stomach  when  all  else  is  rejected. 


•***•♦  POOD  HUST  BE  BOILED.   This  is  no  more 
trouble  than  the  boiling  of  water,  which  every  one  recog- 
nizes as  very  important  in  infant  feeding  because  in  many 
places  the  water  is  so  liable  to  contain  impurities.   The 
be ■    ~  need  be  done  only  once  in  twenty- four  hours  when 
p      1  according  to  our  directions.   It  is  equally  impor- 
tar-l  to  destroy  the  germs  found  in  cow's  milk  whic'       •?nt- 
ly  I'^^^'e  rise  to  sickness  in  infants.   This  is  ace       ad 
w       milk  is  added  to  the  boiling  ••••♦♦  iood  in 
a^      .ce  with  directions. 


*•**••  Pood  costs  you  about  one-half  the  price  of 
other  foods  and  is  sold  by  druggists  in  Trial  Size  25  cents, 


(1 


iKe  50  cents.  Large  Size  75  cents  and  Family  Size 
;  four  times  the  quantity  of  the  Large  Size)  $2.50. 


We  would  appreciate  the  receipt  of  a  letter  from  you 
after  you  have  given  it  a  thorough  trial. 

Yours  truly. 


[190] 


§13 


m^k^wm^M^^^ 


ESKAY'S  ALBUMENIZED  FOOD 

The  Food  That  Nourishes  from  Infancy  to  Old  Age       ^^         •xl_    X^l  •  O    "C^  1     /^ 

The  Ideal  Food  for  Infants.  Invalids  and  Dyspeptics       Olllltn,  XVlinC  6L  1/  rCIlCn  \^0. 


tT  IN   CENTunv  OlOLTYLC  aOLO       OLD  CNGLISH   KOnOt" 

MtmcAN  Tyre  rouMDiRS  company 


429-35  Arch  Street 


Philadelphia,  Pa. 


Dear  JIadam: 

By  this  mail  we  send  you  a  sample  of  •  *  •  *  •  •  Food 
for  trial,  and  feel  confident  that  your  experience  will  be 
as  satisfactory  as  others  have  reported. 

The  ingredients  of  ♦  ♦  ♦  ♦  ♦  *  Pood  are  combined  in 
such  a  way  as  to  give  the  proportion  of  animal  and  vo 
matter  which  the  highest  authorities  claim  the  infant 
for  its  hoalthy  nourishment  and  development.   Nursing  moiuaca 
will  find  it  imparts  strength  and  tone  to  the  system,  and 
increases  and  improves  the  supply  of  milk.   **•♦**  I'ood 
will  be  retained  by  the  most  delicate  and  rebellious  stoaiach 
when  all  else  is  rejected. 

*•♦•♦•  FOOD  MUST  BE  BOILED.   This  is  no  more  trou- 
ble than  the  boiling  of  water;  which  every  one  rec^       tis 
very  important  in  infant  feeding,  because  in  many 
the  water  is  so  liable  to  contain  impurities.   V         g 
need  be  done  only  once  in  twenty-four  hours  whon        i 
according  to  our  directions.   It  is  equally  important  to 
destroy  the  germs  found  in  cow's  milk,  which  fr'-'^i^  My 
gives  rise  to  sickness  in  infants.   This  is  ace       jd 
when  the  milk  is  added  to  •  *  *  *  *  *  Food  when  .ju.j.jiig  in 
accordance  with  latest  directions. 

♦•♦•♦♦  Food  oosts  you  about  half  the  price  of 
other  fooda,  and  is  sold  by  druggists  in  Trial  Size,  25 
oenta;  Jcdlum  Size,  50  cents;  Large  Size,  75  cents;  and 
Family  Size  (holding  four  times  the  quantity  of  the  Large 
Size),  $2.50. 

We  shall  appreciate  the  receipt  of  a  letter  from  you 
relating  your  experience,  after  you  have  given  It  a  thorough 
trial . 

If  you  are  Interested,  we  shall  be  glad,  upon  applica- 
tion, to  mail  you  our  little  book  "How  to  Care  for  the  Baby." 

Yours  very  truly. 


§13 


(191) 


THE   FOOD  THAT   NOURISHES   fflOM    INFANCY  TO   OLD   ACE  THE   IDEAL   FOOD   FOR   INFANTS.  INVALIDS   AND    DYSPEPTICS 


DEPARTMENT 

SMITH,  KLINE  &   FRENCH   COMPANY 

CANAL  AND  POPLAR  STREETS 


c/m(aa«{phia)  Ua 


SCT  IN  TVrO  UPmONT  lOLD  AND  rrPO  SOTNIC 

AMCmcAN  m>c  rouNoens  compahv 


Dear  Kadaa:- 

We  shall  be  glad  to  have  you  advise  us  whether  you 
received  the  sasriple  of  *****  *  J'ood  mailed  you  a  few 
days  ago,  ajid  have  given  it  a  trial. 

You  are,  of  course,  aware  that  it  is  of  the  utmost  im- 
portar;3e  to  stilect  the  hsst  food  obtainable  with  which  to 
feed  t:io  baby  if  mother's  milk  be  insufficient  or  lacking 
in  quality.   The  very  favorable  letters  received  from  phy- 
3icia.:3,  and  also  aothers,  who  have  used  ******   pood 
makes  us  confident  that  their  experience  has  proven  satis- 
factory. 

Not  only  does  ••*«♦•  Pood  contain  all  the  elements 
necessary  for  perfect  nutrition,  animal  and  vegetable  ingre- 
dients for  infants,  but  the  strength-supplying  constituents 
fou-vi  in  this  Jood  make  it  the  most  desirable  diet  for  adult 
convalescents,  dyspeptics,  and  all  those  suffering  from  any 
form  of  irritability  of  the  stomach. 

The  composition  of  *****  *  Pood  (the  addition  of 
hens'  eg-^Ts  to  cereals)  must  necessarily  coauaend  itself  to 
the  intoiligent  student  of  infant  as  well  as  adiilt  diet, 
and  oavy  have  found  the  happiest  resuJLts  from  its  izse. 
Three  thiTiga  coamend  it:-  its  coiuposition,  its  palatability 
skCii  its  low  cost. 

It  is  strongly  recommended  "by  physicians  as  a  substi- 
tute for  tee.   or  coffee  because  it  strengthens  without  any 
harmful  effects.   A  cup  of  *****  *  Pood  tiiken  hot  before 
retiring,  insures  refreshing  sleep. 

If  you  desire  any  further  information  about  •*•**• 
Food,  write  us,  giving  full  particulars,  and  we  shall  be 
pleased  to  give  your  letter  our  prompt  and  careful  attention. 

Hoping  to  hear  from  you  we  remain, 

Yours   truly. 


[192]  §13 


■ 


ill 


ill 


K^MiiWgi!!'g|^ppii?p^ipi|ff!pPW;ii'i'i 


j^erw(iiir  IHI®gn(g!r^  CensaipiiiB^ 

iiiijiiiii 


■■■llllllllllllli Illlllllllllllililli illllillllllllllllllllllllllllllilllllllllllillllllHIIIIIII iHliai lll!IIIIIIIIIIIIIP!'ii 


!lll!l!l|ii!l!gii!i|||!l!j'i|!|!|ii 


FRED.  H.  HANSON,  Pretideol 


Rs.„  U.  S.  A. 


StT   IN    CONDCNieO   rOSTCR   ANO   C0MDCN9C0   WCBI 

LINCAN   >OI>0CR   NO.    2 

AMERtCAN   rrfC   FOUNOCNS   COMPANY 


Dear  Sir:- 

Uany  merchants  tell  us  that  ******   Guaranteed 
Hosiery  is  the  most  and  best  advertised  line  in  their  stock. 

The  "best  advertising  is  THE-WOED-OI'-MOUTH-ADVERTISING 
which  millions  of  •  *  •  *  *  *  wearers  do  for  us  every  day. 
We  value  most  the  fact  that  *♦**♦♦  is  so  well  made  that 
it  makes  good  with  the  masses.  You  can  trust  their  judgment 
every  time.   When  they  want  something  they  get  it  and   make 
it  part  of  their  requirements. 

••*••♦  Guaranteed  Hosiery  is  THE  HOSIERY  OF  THE 
PEOPLE . 

Many  customers  have  candidly  told  us  that  they  would 
like  to  throw  out  every  other  make  of  hosiery,  if  we  could 
supply  them  with  a  complete  line  of  *  •  •  *  •  *  Quality.   We 
are  now  ready  to  do  this. 

We  have  just  added  the  styles  listed  on  the  supplemen- 
tary price  list  which  we  enclose.   These  with  the  styles  on 
price  list  #5,  will  enable  every  merchant  who  desires  to 
concentrate  all  of  his  hosiery  business  on  *****  *. 

Within  the  past  six  months  some  two  thousand  merchaints 
have  bought  their  first  bill  of  *****  *  Hosiery  from  us. 
This  means  that  many  new  customers,  and  what  is  more  re- 
markable, we  have  retained  all  of  our  old  customers,  and  the 
majority  of  these  have  shown  a  considerable  increase  in  their 
sales. 

These  are  facts  which  cam  be  figured  in  DOLLARS  and 
Cents. 

If  you  are  oxen  to  conviction  allow  us  to  prove  to  you, 
how  good  •••*♦♦  Hosiery  will  be  for  you  in  your  store, 
by  sending  you  a  complete  sainple  line,  express  charges  pre- 
paid, so  that  you  can  inspect  and  compare  it  with  other 
hosiery  you  may  have. 

Just  say  on  the  order  blank,  send  seimples,  express  paid. 
We  will  be  glad  to  do  so. 

Very  truly  yours. 


§14 


[193] 


FRED  M.  HANSON,  Presidcol  JOS.  ZENS.  Vice  President  FRED  BRAUN.  S«<rebiT  ud  Tieuurer 

Everwear  Hosiery  Compaimy 

MILWAUKEE,  Wis..  U.  s.  a. 


SET  IN  CHCLTCHHAM  INLINE  AND  CMCLTCNHAM  OLOSTVLE  CONOfNSEO 
AMERICAN  TVPf  FOUNOEflS  COMPANY 


Dear  Sir:- 

It  is  a  noteworthy  fact  that  at  the  recent  meeting  of 
the  National  Association  of  Hosiery  and  Underwear  Manufac- 
turers, they  decided  to  curtail  the  production  of  moat  of 
their  mills  by  33  l/3<^. 

The  ♦••♦♦•  Hosiery  Hills  are  increasing  their  ca- 
pacity and  sales  by  more  than  50^  as  against  the  same  period 
last  year. 

No  doubt,  you  realize  that  after  all,  it  is  the  con- 
sv      '1  makes  your  business,  and  the  manufacturers  and  the 
ILL      3  who  can  please  the  greatest  number  of  consuii.ers, 
are  the  ones  who  will  enjoy  the  greatest  prosperity. 

When  *•♦••♦  Hosiery  was  first  put  on  the  market, 
not  only  the  consumer  but  the  merchants  as  well,  were  skep- 
tical about  the  guarantee  feature.  Our  ever  increasing  busi- 
ness is  proof  conclusive  that  guaranteed  hosiery  is  what  the 
consumers  want. 

The  guaranteeing  of  hosiery  as  we  do  it  has  been  a 
great  benefit  to  every  retailer  in  business,  for  those  who 
do  not  carry  the  line,  as  well  as  for  those  who  have  it. 

It  has  forced  every  hosiery  manufacturer  in  business  to 
give  the  consumer  a  better  value  thsun  they  had  ever  done 
before,  though  ♦•**♦♦  is  first  in  the  field  of  Quality, 
Popularity  and  Sales. 

We  should  like  to  interest  you  in  our  line,  and,  as  pre- 
viously offered,  will  gladly  send  a  complete  sajnple  lino, 
express  charges  prepaid,  for  your  inspection. 

******  Hosiery,  as  an  article  in  com-iion  and  daily 
use,  is  a  staple  to-day,  in  a  majority  of  stores. 

We  can  make  immediate  deliveries  on  our  OADZB  WEIGHTS 
in  Cotton,  Silk  Lisle  and  Pure  Thread  Silk  hose  for  men, 
also  our  best  selling  Light  Weight  numbers  for  women  and 
children. 

The  reverse  side  of  the  enclosed  order  blank  will  give 
you  a  complete  description  of  our  entire  line. 

Yours  very  truly. 


[194]  §14 


'0. 

U 

♦     ♦     ♦ 

Everwear  nQsicrx  Company 

♦     ♦     ^ 

u 

:o: 

Fr«d.  M.  Hanjon,  President 
Joseph  Zens,  Vice  President' 
Fred,  firaun,  Secretary  and  Treasurer 


SCT   IN   THC   TOAIIO    eCKitS        TA»AHU   SOROChS 


Milwaukee,  Wis.  U.  S.  A. 


Dear  Slr:- 

Chicago  has  given  the  retail  business  world  a  concise 
and  convincing  demonstration  of  the  value  there  is  in  ad- 
vertised brands. 

The  establishment  of  *  *  *  *  *  *  has  proved  conclusively 
that  the  boat  lines  of  merchandise  are  advertised  lines. 

It  might  be  mentioned  right  here  that  all  advertised 
lines  aie  not  good  merchandise. 

To  return  to  our  subject--the  ♦♦•♦•♦  store  is  to- 
day the  foiemost  of  its  kind  anywhere,  emd  though  it  feat- 
ures advertised  lines  exclusively,  It  is  building  a 
Napoleonic  name  for  its  fo\inder.   He  has  earned  his  pres- 
tige through  •♦•♦♦*  Service  with  Nationally  Advertised 
Brands  of  Merchandise,  brands  which  are  in  demand  with  the 
consumer. 


Watch  his  progress  with  ••••••  Hosiery,  which  he 

taaa  selected  as  the  best  for  his  customers. 

Naturally  we  had  to  prove  Merchandise  Value,  Consumers 
Demand  and  Value,  with  Intrinsic  Value--before  •••••• 

Hosiery  advertising  appealed  to  his  majiagers. 


Watch  his  ••••••  windows,  his  ••••••  Adver- 
tisements and  his  method  of  selling  this  Nationally  Advertised 
Guaranteed  Hosiery. 

Very  truly  yours, 

§14  1195] 


Everwear  Hosiery  Company 


Fred  M.  Hanson,  Prea. 

Jos.  Zena,  Vice  Pres. 

Fred  Braun,  Sec'y  and  Trea>. 


SET   IN   CMCLTEHHAM   WIOC        ONAPMIC   eOKOCIt 
AMCHICAH  TYPt   rOUNOCNS   COMPAN* 


Milwaukee  Wis. 


Dear  Sir:- 

The  word  "Service"  is  the  most  abused  in  the  entire 
Business  Dictionary,  because  there  are  as  many  kinds  of 
ser';-ice  as  there  are  Mercantile  Establishments. 

The  stores  rendering  the  best  service — pleasing  the 
most  customers — winning  new  ones  and  growing  every  year, 
are  those  rendering  Customer  Service. 

The  greatest  Service  Stores — East,  West,  North  and 
South  sell  *♦**♦*  GUARANTEED  HOSIERY. 

Right  down  at  the  bottom  of  facts  this  is  a  mighty 
good  reason  why  you  should  have  it  in  your  store. 

Ho Not  because  we  say  so. 

Ho Not  because  other  stores  have  them. 

Yes Because  the  best  retailers  have  invest- 
igated and  found  the  light  of  business  reason 
burning  in  every  box  of  ******,  a  light 
shedding  reason,  understood  and  appreciated  by 
the  consumer. 

We  enclose  a  newspaper  advertisement  printed  by  the 
greatest  Men's  stores  in  the  middle  west. 

The  Holiday  and  Fall  trade  on  ******  is  big  and 
heavy:  do  you  want  to  consider  it  now,  plan  for  it,  and 
cash  in  on  your  plans?   If  so,  the  first  thing  to  do  is  to 
let  us  pay  the  express  charges  on  a  line  of  ssimples.   After 
that,  let  your  judgment  do  the  rest. 

******  HOSIERY  IS  ALL  THAT  THE  NAME  IMPLIES. 

We  advertise  for  you  at  our  expense. 

Yours  very  truly. 


[196] 


§14 


'Re  O.  M.  HANSON,  PKiaioINT  JOS.  ZeNS.VlCK-PncxioZNT  FRED.  BRAUN,  Sec.ANOTni 


Milwaukee,  Wis.,  U.  8.  A. 


8CT  IN  COMSTOCK  ANO  MITCHELL 
AMERICAN  TYPE   FOUNDERS  COMPANV 


Dear  Sir:- 

******  Dealers  increased  their  purchases  from  us 
by  more  than  50^  siiice  Jenvary  1st,  as  against  the  sejr.e 
months  last  year.   This  increase  is  not  from  the  900  new 
dealers  added  to  our  books  since  January  1st. 

WHAT  AEE  YOU  DOING  TO  INCREASE  YOUR  BUSINESS  THIS 
SEASON? 

Your  host  interests  deirand  QUICK  PROFITS,  QUICK  SELLIiyC 
HERCHANDISE,  and  the  kind  which  is  sold  with  the  least 
effort,  and  which,  if  possible,  KELFS  TO  SELL  ITSELF.   This 
is  plain  business  logic. 

Consider  how  close  we  come  to  filling  all  of  these  re- 
quirements with  *****  *  Hosiery — The  American  Standard 
of  Guaranteed  Hosiery. 

"The  Least  Service  the 

"Consumer  receives  from 

*******  Guaranteed  Hosiery, 

"is  the  most  he  can  possibly 

"Expect  from  other  Kinds." 

We  want  you  to  have  the  exclusive  sale  of  *****  * 
Hosiery  in  your  city,  for  Men,  Women  and  Children. 

We  pay  the  express  charges  on  a  line  of  our  samples,  If 
you  will  give  us  permission  to  forward  Ihcm  to  you. 

Our  NEW  GAUZE  WEIGHTS  are  con-j:anding  the  retail  hoisery 
situation  in  every  big,  and  in  nearly  all  other  shopping 
districts  in  the  United  States,  Canada  and  Hexico. 

We  can  and  will  increase  your  Sales  and  Profits,  If  you 
want  our  co-operation.   We  want  yours. 

Very  truly  yours, 


§14  [197] 


B.  F.  GOODRICH  COMPANY 


Chtcaeo  Philadelphia 

Cleveland        St.  Louis 
Kansas  City   Minneapolis 
Indianapolis  Pittsburg 
Mexico  City 
London  Paris 


MANUFACTURERS  OF  ALL  KINDS  OF  THE  HIGHEST  GRADES  OF 

Rubber  Goods 


Our  products  are  handled 
in  New  York,  Buffalo  and 
Boston  by  The  B.F.  Good- 
rich Co.  of  New  York. 
Agencies  in 
Seattle  and  Portland 


oAkron,  Ohio. 


tCT   IN   SOOKM«N   OLOSTYLC        CAST   PANCL   flCCCS 

AMiRiCAN  rvpc  rOUNDOS  CONPANT 


CO-OPBRATION. 


Dear  Sir:- 


Thls  word  "co-operation"  is  one  of  the  finest,  strongest 
meaning  words  in  the  English  language  tut  it  is  so  calloused 
from  hard  and  free  usage  that  you  have  to  dig  under  the  sk:iD 
in  order  to  find  it  if  it  is  the  Simon  pure  article. 

The  next  time  it  is  passed  on  to  you  as  an  incentive  to 
Join  forces,  forget  the  glamour  of  the  word  and  ask  your- 
self - 

How  much  of  a  help  has  this  would-be  giver  of  co- 
operation been  to  me  in  the  past? 

Where  are  the  specific  instances  showing  my  cause 
championed  -  my  business  interests  advanced  by  the  past 
actions  of  this  would-be  foster  brother? 

Is  there  sufficient  evidence  of  absolute  impartiality, 
good  faith,  good  goods? 

Does  the  leopard  change  its  spots? 

Now  as  pertains  to  the  case  direct.   We  have  not  all  of 
a  sudden  seen  a  new  light.   We  have  no  new  argument  or  now 
brand  of  confidence  to  offer.   Ours  is  4;he  same  Goodrich 
method  that  has  been  in  force  from  the  beginning  of  the  tire 
industry.   It  has  made  friends,  made  business  -  good  busines* 
for  all  concerned.   It  is  built  on  confidence  with  the 
knowledge  that  confidence  begets  confidence  and  that  in- 
creased power  and  momentum  are  bound  to  follow. 

Co-operation!   It  is  a  good  thing.   You  need  it.   We 
need  it.   But  remember  that  for  you  it  should  be  something 
more  than  a  promise,  something  more  than  a  new  name  or  un- 
tried organization,  something  more  than  mere  shouting  from 
the  house-tops. 


Old  friends  are  best. 


Twirs  truly. 


[198] 


§51 


mB 


^F^^ 


The  B.  F.  Goodrich  Company 


CHICAGO 
CLEVELAND 
ST.  LOUIS 
PITTSBURGH 


INDIANAPOLIS 
KANSAS  CITY 
PHILADELPHIA 
MINNEAPOLIS 


RUBBER  GOODS 


ADVERTISING     DEPARTMENT 


Our  Products  are  also  Handled  in  Ne«* 
York,  Buffilo  and  Boston  by  The  B.  P. 
Goodrich  Co.  of  New  York.  Detroit 
by  The  B.  F.  Goodrich  Rubber  Co. 


•  CT   tN   HEW   CA9L0H        HEAVY   CASLON   i 
RECUT   CAbLON        ACME   aonoCM 
AMINICAN   TVrC   rOUNOERI   COMPANY 


Akron,  Ohio 


Dear  Sir:- 

It  was  too  bad  that  the  mother  of  Achilles  Just  missed 
her  purpose  when  she  dipped  the  infant  Greek  in  the  River 
Styx  in  order  to  make  him  invulnerable. 

His  heel  didn't  get  wet,  and  thereon  hangs  the  tale  of 
the  mighty  warrior's  ultimate  downfall  and  the  triumph  of 
his  enemies. 

It  is  the  old  story  over  and  over  again.   A  chain  is  no 
stronger  than  its  weakest  link;  and  to  draw  near  the  subject 
of  our  own  theme,  the  automobile  tire  is  no  better  than  the 
knowledge  and  vigilance  that  attend  arvy  one  of  the  processes 
that  go  towards  making  it  complete. 


^  •  •  •  *  «  •  Tire  isn't  rubber;  it  isn't  fabric;  it 
isn't  theory;  it  isn't  what  one  msun  thinks  or  a  thousand 
execute. 

It  is  the  organization,  experience,  and  equipment  of 
the  largest  rubber  factory  in  the  world. 

It  is  a  reward  for  slighting  no thing- -taking  nothing 
for  granted — proving  everything. 

It's  contagious  and  the  communication  is  spreading  fast. 

Just  increased  our  capacity  to  •  •  •  •  *  •  Tires  a  day. 

One  good  turn  deserves  auiother — Insist  on  ••  *  *  *  * 


Tires. 


Yours  very  truly, 


§16 


[199] 


B 


IB' 


EDWARD  D.  EASTON.  PresidcDl  GEO.  W.  LYLE,  Giieril  Htotier  HABION  DOBIAN,  Treuorei  C.  W.  WODDBOr,  Sec';  aod  Am'I  Trtii. 

Columbia  Phonograph  Company 

COLUMBIA  GRAFONOLAS,  DISC  AND  CYLINDER  GRAPBOPBONES 


STORES  IN  ALL  PRINCIPAL  CITIES 
DEALERS  EVERYWHERE 


ftCT    IN    CONDENSED   WriNCHELl        STRATI 
BOSTON    BRCTON    C*ST   9au**C9 
AHCmCAN   TVrC   FOUNOCMS   COMfANV 


1MORC   OANAMtNf 


Cable  Address  "COLPHO"  New  York 
Telephone  Connection 


-■m 


TBIBUNE  BUILDING 

New  York  Gty 

Dear  Sir:- 

The  average  sale  is  a  fall-down 

On  the  part  of  the  man  who  made  it. 

For  he's  supposed  to  he  a  salesman  and  he  proves  to  be 
nothing  higger  than  a  clerk. 

There's  a  heap  of  difference. 

Any  respectable  citizen  can  taJce  orders. 

It  takes  a  salesman  to  sell  goods. 

The  man  who  sees  the  customer  coming  while  still  a 
great  way  off,  who  meets  him  more  than  half  way,  treats  him 
courteously,  takes  his  order,  hands  him  his  change,  and 
says  "thank  you"  -  call  him  a  salesman?  Not  by  seven  miles 
and  back  again.   He  may  be  a  gentleman  and  a  scholar  and  a 
good  judge  of  clothes,  but  he's  no  more  a  salesman  than  his 
aunt's  an  uncle. 

It  is  a  salesmaji's  business  -  and  pleasure  -  to  do 
exactly  what  the  clerk  does  and  then  multiply  it  by  two  or 
four  or  six  or  a  barrel-full,  and  do  it  while  the  customer 
waits. 

And  it  isn't  half  as  hard  as  it  looks  to  the  man  who 
never  tried  it  more  than  on©  consecutive  time. 


[200] 


§16 


-«- 

When  a  man  has  been  persuaded  to  the  point  of  reaching 
down  into  a  deep  pocket  for  money,  all  the  hard  work  Is 
done.   The  demand  Is  created,  the  advertising  has  taken 
effect,  the  store  window  has  done  Its  part,  the  goods  have 
proved  acceptable,  you've  made  connections,  you've  gotten 
acquainted,  you're  on  intimate  speaking  terms  -  and  you  have 
more  goods  and  other  goods  to  sell.   If  you  let  your  man  go 
away  without  selling  hia  more  than  he  intended  to  buy,  you 
are  slipping  up  on  your  Job  almost  every  time. 

Don't  forget  for  a  minute  that  whatever  he  may  say,  thm 
average  man  wants  to  be  solicited.  Hot  pestered  -  but  he 
likes  to  see  that  his  patronage  is  as  val-uabla  as  you  know 
well  enough  it  really  is.   SoBetlnes  a  eus toner  will  go 
hosa  and  realize  with  surprise  that  he  bought  more  than  he 
Intended  to  -  but  next  time  he  forgets  everything  except  that 
he  did  get  waited  on  emd  attended  to  cuid  had  his  patronage 
asked  for. 

Double  up  your  sales!  You  ean  do  it  Just  as  easily  as 
yov  o«n  get  a  transfer  on  a  trolley. 

Tours   truly, 


[201] 


n  n                                                                                                 PI — n 

■                                                                                                    ■ 

^tepfjen  jf.  Wbitman  Si  ^on 

MANUFACTURERS  OP  SPBCIALTIES 

Confections,  Chocolate  and  Cocoa 

■                                                                                               ■ 
II                                                                                            II 

Cable  Address  "Dragon' 


«11-421  RACE  STREET 

N.  B.  COR.  LAWRBNCB  AND  RACE  STREETS 


P&ilaDcIpbia,  Pa. 


SET   IN    MCW   CAtLON,    NEW   eA9L0N    ITALIC   «N0   CASLON   TCXT 
PIIENCH   CAST   SQUAHES        AKT-TilC   TINT   rORMEnS 
AMCRlCAM   TY^C   FOUNDCRB   COMPANY 


Dear  Sir:- 

You  probatly  know  how  auooessful  our  saleo  agencies 
have  been  in  your  state.  We  are  now  establishing  agencies 
in  every  town  where  we  are  not  already  represented  and  your 
store  wo  believe  ia  qualified  to  make  a  great  success  of 
the  sale  of  *****  •  Chocolates  and  Ccnfections  in  your 
locality.   We  protect  each  agent.   Wo  supply  our_agents 
only  with  our  packages,  dlreot'from  the  factory7  by  freight 
or_exprc8s  prepaid.  We  do  not  sell  our  packages  to  joSbers, 
thus  we  are  able  to  protect  our  agents  against  competition 
and  price  cutting  on  our  own  goods. 

As  you  know,  this  agency  is  very  valuable  because  of 
the  demand  existing  among  the  best  people  for  ******  ^ 
a  demand  that  has  increased  tenfold  within  the  last  two 
years,  eind  is  still  Increasing. 

Not  only  has  our  advertising  in  the  leading  magazines 
helped  the  sale  of  our  packages  everywhere,  but  cur  adver- 
tising by  mail  to  the  druggist's  own  customers  and  neighbors 
has  built  up  business  for  our  agents  in  a  way  that  Is  very 
gratifying. 

If  you  are  interested  In  Increasing  your  candy  trade — 
*^  controlling  it — we  would  like  to  hear  from  you.   If  we 
have  judged  correctly  that  you  can  take  care  of  the  fine 
trade  of  your  community  we  can  offer  you  goods  and  service 
which,  with  the  co-operation  of  our  advertising  department, 
vill  greatly  Increase  your  hold  on  this  class  of  trade. 

le  must  be  represented  in  your  locality  as  soon  as 
possible  and  woiild  thank  you  for  a  line  by  return  mail  on 
the  enclosed  postal  letting  us  know  if  you  are  interested. 
If  you  are,  we  will  send  you  full  details  of  the 
aigenoy  plan,  prices  euad  prints  showing  our  packages  in  their 
true  colors,  samples  of  the  advertising  that  has  been  ao 
successful  for  our  agents,  etc. 

Yours  truly, 


*  «  *  •  • 


P02] 


517 


lET  IN  TYPO  UPRIGHT  aOLD 
AMERICAN  TYPC  FOUNDERS  CQMPANV 


Dear  Sir:- 

Our  Mr.  ••»♦•♦  left  with  you  an  art  glass  catalogue 
the  last  time  he  visited  •*•♦•♦.   |fg  want  to  keep  in 
elose  touch  with  you  on  this  particular  line,  for  we  feel 
that  by  working  together  on  this  subject  we  will  be  able  to 
give  better  value  in  art  glass  than  you  have  been  able  to 
obtain  elsewhere. 

Art  glass,  like  any  other  article,  changes  in  style, 
aad  the  art  glass  to-day  differs  materially  from  the  art 
glass  of  five  years  ago.   We  are  prepared  to  carry  out  any 
color  scheme  or  design  to  confona  with  the  architecture  of 
the  house,  a  point  that  is  worthy  of  your  consideration. 

The  next  time  you  have  a  particular  Job,  wish  you  would 
let  us  figure  on  the  art  glass  and  give  you  the  benefit  of 
our  experience  in  this  line. 

Yours   truly, 


[203] 


iilitilanli  (gla00  anU  ^aint  Company 

<Blas6,  S^ixxoxs,  paints,  llBrusljcs 


Clcbtntljanl)  DjotoarD  Sttctta 

SDmaba,  Jl3eb., 


SET  IN  CA8LON  TEXT 

AMEIICAN  TVf>E  rOUNOCRS  COMPAN 


Dear  Slr:- 

Ibe  enclosed  booklet  on  plate  glass  gives  70U  some 
Infomatlon  that  wtaj   be  of  Talue  to  70a  at  some  later  date. 
The  best  homes  to-day  are  glazed  with  plate  glass  and  the 
difference  In  the  appearamee  of  a  house  glazed  with  plate 
and  ordinary  window  glasa  is  surprising.   The  difference  in 
cost  is  a  saall  item  wiien  you  consider  the  difference  in 
appearance . 

Ve  are  prepared  to  furnish  plate  glass  in  any  size, 
shape  or  design  at  prices  that  will  interest  you.   Send  us 
your  list  when  in  the  oarkat.  We  will  be  very  glad  to  quote 
yoiL. 

Yours  truly. 


[204]  §18 


sfidland  Glass  and  Paint 


^Ci:^ 


Company 


GLASS,  MIRRORS,  PAINTS 
and  BRUSHES  of  All  Kinds 


FRANK  W.  JUDSON.  Stntmrj  and  Maiuger 


tCT   IM   aaoONI        OUTCM    INITIAL 
AMCMlCAN   VfPt    rouMOtItt   COM**N* 


Eleventh  and  Howard  Streets 

Omaha,  Neb. 


Dear  Sir:- 

'Tis  to  our  BUtual  interest  to  discuss  fully  the  prop- 
osition made  by  our  Mr.  ••••••  vherein  he  urged  you  to 

take  up  the  sale  of  *  •  *  *  •  •  paint  and  axjt  as  our  dis- 
tributor in  Idaho  Falls  and  Tieinity. 

We  have  made  overtures  to  you,  for  we  believe  that 
you  appreciate  the  superiority  of  •  *  •  *  ♦  •  paint  ausd 
will  make  for  us  the  best  distributor.  You  will  identify 
yourself  with  the  most  progressive  line  of  paint  on  the 
■arket  and  we  believe  you  will  give  us  the  best  outlet  as 
general  western  Distributor. 

The  paint  story  is  a  long  story,  but,  briefly,  it 
resolves  itself  into  co-operation  between  the  distributor 
and  the  manufacturer.   The  best  brand  of  paint  on  the  mariret 
unless  properly  advertised  will  meet  with  a  limited  sale. 
Tor  this  reason  we  know  that  you  appreciate  the  advantage  and 
the  benefits  you  will  derive  in  identifying  yourself  with 
the  best  advertised  line  in  the  country.  Mr.  •♦••••  will 
go  into  details  fully  on  the  subject  the  next  time  he  calls. 

Yowrs  truly. 


§18 


[2051 


The  Lowe  Brothers  Company 

PAINTMAKERS  ♦  VARNISHMAKERS 
COLORMAKERS 

Dayton,  o. 


I€T  IN  PURITAN  SCfllCI 

THE  H.  C.  HANSEN  TVPC   FOUHORY 

•OrrON  AND  NKW  YORK 


Dear  Sir:- 

The  time  for  painting  and  repainting  is  fast  approach- 
ing and  you  should  read  up  on  paints  -  so  that  you  can  talk 
intelligently  with  your  painter.  In  doing  this  you  will 
save  PAIKT  MISTAKES  and  DOLLABS.  The  cost  and  quality  of 
paint  car.uot  be  judged  hy  seeing  it  in  the  can.  It  must  be 
spread  on  the  surface  and  then  wait  to  see  how  long  it  will 
wear. 

You  need  not  taJce  chances  -  on  paint  failures.   Read 
our  bock,  "Attrective  Homes";  you  will  then  get  the  best 
results  at  the  least  cost  per  years  of  wear.   See  houses  in 
your  city  painted  with  "High  Standard"  Liquid  Paint,  then 
you  can  tell  about  the  wearing  and  the  colors.   Uost  painters 
want  you  to  know  about  paint  and  see  homes  which  they  have 
painted  -  you  will  then  appreciate  their  work. 

■HIGH  STAKDAKD"  Paint  is  best  for  the  exterior  of  your 
house.   It  covers  most,  spreads  farthest,  wears  best  and 
costs  less  per  number  of  years  of  wear.   When  it  begins  to 
show  wear,  after  years  of  service,  the  surface  will  be  in 
good  condition  for  repainting  -  saving  you  money  and  trouble 
-  a  thing  cheap  paint  will  not  do. 

"MELLOTOHE"  is  the  durable,  washable  flat  finish  for 
walls,  ceilings  and  woodwork  of  any  room.  It  has  sixteen 
tints  "soft  as  the  rainbow." 

"flMMICOL  STAIN  -  stains  and  varnishes  at  the  same 
operation  -  excellent  for  floors,  woodwork  and  furniture. 

We  also  call  your  attention  to  our  Concrete  and  Cement 
Coating,  Elastic  Cement  Floor  Finishes,  Hard  Drying  Floor 
Paint,  etc.,  for  special  uses. 

Procure  a  copy  of  "Attractive  Homes,"  with  color  cards, 
(free)  and  obtain  your  paint  requirements  from 

Yours  truly, 


(206]  §19 


Di  ID 

PaintmakerSy  Varnishmakers  and  Colormakers 

BOSTON  NEW  YORK  CBICAQO  UNSAS  CITI  DATTON 

ni 


9tT   IN   CMAUCCN   TEXT  ANO   SCWICR   ROMAN 
MONOTONE   ■OROCO        MISSION   TOV 
AMCNICAN   TYPt   rOUM0tR>   COMPANY 


JDti^ton,  <0!)io 


Dear  Sir:- 

The  questions  of  preservation  of  materials  in  building, 
as  well  as  those  of  boauty  of  finish,  are  now  receiving 
more  and  more  attention  from  Architects  and  Architectural 
Journals. 

The  problems  are  no  longer  simple  or  such  as  can  be 
left  for  the  last  minute.   That  is  why  we  as  manufacturers 
have  been  studying  structural  and  decorative  problems  and 
making  long  series  of  tests,  the  results  of  which  are  found 
in  our  products.   These  are  specified  and  used  by  those  who 
think  of  quality,  for  "Uigh  Standard"  products  are  based 
wholly  on  2.uality  -  made  to  GIVE  BEST  RESULTS. 

Among  the  paints,  enamels,  stains  and  varnishes  that 
will  interest  you  are  - 

Red  Lead  Metal  Preservative,  for  structural  iron  work; 

"High  Standard"  Liquid  Faint,  for  exteriors  and  general 

use; 

ttellotone,  an  inside  flat  paint  for  walls,  of  unusual, 
durable  quality;  Sanitary,  washable,  fade- 
less; Has  tints  "Soft  as  the  Rainbo*"; 

Linduro,  the  highest  class  of  enamel,  unsurpassed  by 
other  American  or  European  products; 

Bxtra  White  Enamel,  a  clear  white  enamel  of  fine  quality 

for  interior  use; 

"Little  Blue  Flag"  Varnish,  a  line  of  hl^  quality  var- 
nishes for  all  puri)oses. 

In  addition,  there  is  a  special  paint  or  stain  for 
every  purpose.   The  facts  we  offer,  the  assistance  we  give 
in  the  preparation  of  proper  specifications,  the  assurance 
of  satisfaction  to  yourself  and  your  clients  -  make  It  worth 
your  while,  we  believe,  to  consider  our  products. 

SWEET'S  INDEX,  pages  1486-87,  will  give  you  many  de- 
tails.  You  can  secure  supplies  for  your  olients  through 
oar  agent. 

Yours   truly. 


§19  1207] 


The  Lowe  Brothers  Company 


PAINTMAKERS  and 
VARNISHMAKERS 


DA  JTO.V 
BOSTOJV 


CHICAGO 
KANSAS  CITY 


New  York 


•CT   IN    CCNTuHv   OlOSTVLC   tOkO   AMO 

CCMTUKV  OLOSTTI.C   BOLD   ITALIC        ANT  ORHAMIMTI 

IMLANO   •OROCn   MO.    13«I 

AMERICAN   nrPC   rOUNOCNl   COMrANT 


Dear  Sir:- 

The  analysis  of  the  Building  Majiagers'  problems  is 
most  helpful  such  questions  discussed  at  large  - 

1  Lighting  the  Office  Building. 

2  Repairs  and  renewals. 

3  The  expense  account  of  the  landlord, 

aund  others  are  most  interesting.   However  all  of  the  above 
problems  are  modified  when  jou  as  a  Building  Ibmager  become 
awjquainted  with  our  permanent,  satisfactory  and  economical 
flat  finish  --  "Mellotone"  "soft  as  the  rainbow  tints,"  for 
walls,  woodwork,  and  plastered,  steel  or  concrete  ceilings. 

It  is  already  used  in  aany  of  the  finest  office  and 
apartment  buildings  in  the  country,  and  found  in  every 
instance  to  be  most  satisfactory  and  economical. 

It  has  the  soft,  attractive  appearance  of  water  colors, 
with  the  durable,  WASHABLE,  sanitary  qualities  of  oil  paint. 
It  is  economical  in  first  cost,  and  saves  money  by  its  long 
wear.   The  colors  are  beautiful  and  modifications  of  shades 
are  easily  ma/ie,  enabling  you  to  adapt  it  to  any  scheme  of 
decoration.   It  is  easily  put  on  and  looks  well  at  all  times. 

The  enclosed  color  cards  and  circulars  will  tell  you 
more  about  "Hcllotone"  and  other  paint  products  which  are 
especially  adapted  to  Beet  the  needs  of  Building  Managers. 

Further  information  may  be  had,  and  orders  filled 
through  our  local  agent. 

Yours  respectfully, 

P.S.   "The  Right  Finish  for  Every  Surface" 
Is  our  handy  reference  booklet  for  Bldg. 
Ifgrs.   Sent  on  request. 


[208] 


§19 


[J 

1 * 

A 

f-  . . __ ^ 

The  Lowe  Brothers  xrHHEt 

V>tJ  A  1  X  I./  U.  A  1  ^            MANUFAeWRERS  AMD  DEALERS  IN  THE  HIGHEST  GRADES  OF 
D.yton      Bojton      Kansas  City      Chicijo          ±HlTlt^    dJTCl     F    Ct/    /Z7o/Zc;  O 

■  CT   (N   MCAUST   and   MCAHST   flALIC 

CASI   ftOUARIt        ART-Tlkl   TINT   fOltMtftl 

AMERICAN   TVPC   FOUNDCng   COMPANY 


New  York  City 


Dear  Slr:- 

Interior  finish  and  decoration,  whether  In  homes  or 
public  buildings,  has  come  to  be  regarded  not  as  a  luxury, 
but  as  a  necessity,  for  good  colors  on  the  walls,  made  of 
durable  materials,  mean  comfort,  health  and  satisfaction. 
For  this  decoration  all  kinds  of  experiments  have  been  made 
In  an  effort  to  find  something  that  would  be  a  practical 
improvement  upon  wall  paper,  recognized  to-day  as  niwawl teury 
and  temporary. 

MBLLOTOHS  meets  the  requirements  of  decoration.   It 
is  a  liquid  paint,  not  kalsoralne  or  water  paint.   It  gL-rmm 
the  soft,  restful  effects  that  erery  householder  wants, 
with  all  the  permanent,  sanitary,  washable  qualities  of  an 
oil  paint. 

IfSLLOTONE  odors  and  tints  are  attractive,  but  may  be 
changed,  as  desired,  by  the  use  of  Vhlte  or  other  colors. 

KELLOTONB  is  designed  espeolally  for  interior  decora- 
tion on  steel  ceilings,  woodwork,  concrete  or  plastered 
walls.   It  is  Intended  for  the  home,  for  public  schools, 
public  buildings,  hospitals,  libraries,  etc.   It  may  be 
washed  or  cleaned  without  Injury. 

Our  own  tests  of  UBLLOTOHB  in  aeaparlson  with  other 


§19 


(209) 


-2- 

goods  of  a  similar  nature  and  flat  lead  paint  made  toy  hand 
from  lead  ajid  turpentine,  have  convinced  U8  and  others  that 
our  product  steinda  unequaled  upon  the  market  to-day  in  hiding 
power,  uniformity  of  covering,  smoothness,  convenience,  and 
beauty  of  finish,  as  well  as  in  spreading  capacity  and  ser- 
viceability. 

By  reason  of  its  unusual  spreading  capacity  VELLOTOITS 
proves  most  economical  for  the  user  because  fewer  gallons 
are  required  to  do  a  certain  piece  of  work  and  to  do  it 
properly.  When  properly  applied  on  a  surface  in  fit  condi- 
tion to  receive  paint,  MELLOTONE  will  cover  from  250  to  400 
sq.  ft.  per  gallon,  two  coats,  and  500  to  700  sq.  ft.  per 
gallon,  one  coat,  depending  upon  the  hardness  and  smoothness 
of  the  walls.   It  naturally  follows  that  KELLOTONB  is  econom- 
ical in  first  cost,  emd  its  greater  durability  makes  it  even 
■ore  economical  in  final  cost. 

MELLOTOHE  is  popular  with  painter  and  user  alike  be- 
cause of  its  easy  working  qualities  and  its  satisfactory 
results.  Will  you  not  look  into  this  matter  more  fully  and 
consult 

Yours  truly. 


[210)  519 


BOSTON  CHICAGO 

NEW  YORK  KANSAS  CITY 

The  Lowe  Brothers  Company 

PAINTMAKERS  '  VARN1SHMAKER5 
COLORMAKER5 

DAYTON.  OHIO 


Dear  Sir:- 

Mr.  •***•• ^  one  of  the  best  known  and  moat  honored 
painters  of  the  country,  recently  said  before  the  Ohio  Master 
House  Painters: 

A  n\2mber  of  years  back  I  was  forced  to  the 
conclusion  that  something  must  bo  dona  to  improve 
on  the  results  that  I  was  receiving  from  the  use  of 
carbonate  of  lead  (white  lead)  as  a  single  base  pig- 
ment.  With  slII  the  care  I  could  exercise,  results 
were  unsatisfactory.   I  was  confronted  with  chalk- 
ing and  rapid  discoloration,  the  latter  caused  by 
the  use  of  bitiiminous  coal,  sulphurous  gases  and 
other  local  conditions  incident  to  a  great  majiu- 
facturing  city  amd  its  environments. 

Mr.  •••♦**  only  voices  what  many  painters  are 
realizing  -  that  conditions  of  wear  have  changed  and  that 
a  good  paint  like  •••♦♦♦  "High  Standard,"  made  to  give 
best  results  for  the  painter  as  well  as  the  householder,  is 
a  boon  to  good  workmen,  for  it  makes  money  and  reputation 
alike. 

Based  upon  the  recognition  of  White  Lead  of  the  highest 
quality  as  essential  to  good  paint,  and  of  the  fact  that 
properly  reinforced  it  will  form  the  base  of  a  paint  that 
will  meet  all  requirements,  "High  Standard"  Paint  has  proved 
its  right  to  the  complete  confidence  of  painters. 

But  this  is  only  one  of  the  products  of  The  •♦••♦• 
Company,  made  for  painters.   The  advantages  of  paint  for 
interior  decoration  are  now  recogized,  and  *  ♦  *  •  *  ♦  is 
the  acknowledged  best  for  this  purpose.   Besides,  there  are 
colors  in  Oil,  Enamels,  Varnishes,  Stains,  and  all  the  other 
requirements  of  high  olsiss  painters. 

Will  you  permit  our  agents  to  tell  you  more  about  these 
products?  They  can  show  you  results  and  we  cam  help  you  ovar 
th«  hard  places  that  are  so  numerous  in  these  days. 

Yours  truly , 


S19  t^ni 


THE  LOWE  BROTHERS 
COMPANY 

PAINTMAKERS  ^  VARNISHMAKERS 

BOSTON  NEW  YORK  CHICAGO  KANSAS  CITY 


«CI   IM   eOOONI    BOLO   and   BODON*   10011 

VIMSATIIC  OdNAHCNTS 

AMiniCAH   TVrC   rOUNDCRI   COMPANr 


Dear  Sir:- 

Are  your  bams  and  other  outbuildings,  your  wagons  and 
Implements  painted  and  in  good  condition?  Do  they  need 
paint? 

By  painting  them  vhen  they  need  it  you  economize,  and 
you  can  also  save  money  by  using  the  best  ready- for-uae 
paint  -  the  modern  paint. 

You  know  "High  Standard"  Liquid  Paint  is  recognized 
everywhere  as  the  one  best  paint  for  all  purposes.   With  it 
you  need  not  take  chances  on  paint  failures  because  it  is 
Bade  with  the  sole  purpose  of  "giving  best  results."  Our 
booklets  "Attractive  Homes  and  How  to  Make  Them"  v/ill  give 
you  Much  valuable  information  in  decorating  and  painting. 

"HIGH  STAinDAHD"  Paint  Is  best  for  exterior  of  houses 
and  other  buildings.   It  covers  most,  spreads  farther, 
■ears  best  and  costs  less  per  number  of  years  of  wear. 

"MELLOTONE"  is  the  new  durable,  washable  flat  finish 
for  walls,  ceilings  and  woodwork  of  any  room.   It  has  six- 
teen colors,  all  "Soft  as  the  Rainbow  Tints." 

HARD  DRYING  SLOOR  PAINT  -  is  a  varnish  paint  which 
dries  hard  in  12  hours.   It  is  made  in  10  colors,  all  rec- 
ommended for  their  durability. 

STANDARD  BARN  PAINT  -  is  a  genuine  linseed  oil  paint 
made  to  give  perfect  satisfaction  when  used  on  bams  and 
other  outbuildings. 

Our  WAGON  PAINT  is  very  popular  for  preserving  wagons 
and  iraplements  at  a  very  low  cost. 

All  of  our  products  are  put  up  in  srceLll  cans  in  order 
to  aocom-modate  the  needs  of  snail  work  and  can  be  procured 
together  with  circulars  and  information  from  our  local  agent. 

Yours  truly. 


[212]  §19 


W.  W.  STEPHENS.  President 
D.  B.  PiERSEN.  Secretary 


F.  C.  ADAMSON.  V.  President 
and  Treasurer 


Stephens-Adamson  Mfg.  Co. 


Conveying,  Transmission  and  Screening  JVIachinery 
S-A  BELT  CONVEYORS 


AURORA 
CHICAGO 

NEW  YORK 


Main  Office  and  Works 


Aurora,  Illinois 


SCT   IN   CLCIItrACC   aOTNtC        INOUSTKIAt.   OftNAMCNTt 
AHCmCltN   TVPC   rOUNOERS   COM^AHV 


Dear  Slr:- 

You  hare  undonbtedly  found  the  cost  of  handling  the 
■aterlals  a  large  factor  In  the  economical  operation  of 
your  glass  plant.  You  will,  therefore,  be  interested  in 
the  labor-saving  equijiaient,  which  the  Hazel  Atlas  Glass 
f*uw|iiiiij  installed  in  their  Clarksburg  Plant.  We  played  a 
large  part  in  the  design  of  this  equipment,  and  have  pub- 
lished a  description  of  the  same  in  the  "Labor  Saver"  for 
Xaaaary,  which  is  being  sent  you  under  separate  cover. 

If  you  are  interested  in  conveying  equipment  of  this 
— tttre,  we  shall  be  glad  to  have  our  Engineering  Department 
study  your  requirements.   We  have  had  considerable  experi- 
ence in  the  design  of  labor-saving  machinery  for  glass 
plants,  and  if  we  can  be  of  such  service  to  you,  we  trust 
that  you  will  not  hesitate  to  call  upon  us. 

We  shall  also  be  pleased  to  place  your  name  on  the 
regular  a«.illng  list  of  the  "Labor  Saver,"  if  you  wish.   It 
is  sent  without  charge  to  the  larger  conoems  interested  in 
this  line  of  Machinery. 

Trusting  that  we  may  have  the  pleasure  of  a  reply,  we 


are 


Tours  very  truly, 


§20 


[213] 


CaiUAdarc^ryiCHSTOVE"  MANUFACTURERS      OF      THE      CELEBRATED 

Westtm  Union  Code 

The  World's  Best  'Varlatid''  Stovcs  and  Ranges 

7^ 


d 


LARGEST  AND  MOST  WIDELY  KNOWN  MANUFACTURERS  OF  HIGH  GRADE  STOVES  AND  RANGES  IN  THE  WORLD 


■CT   IN    MIHtCNS   or  TMI   CLCAHrACf   fAMILV        tTMANO   tOMOC* 
AMCmCAH   TTfE   POUNOCMS   COMPANV 


Detroit,  Mich. 


Dear  Sir:- 

We  take  pleasure  in  forwarding  to  you  descriptive  stove 
literature  and  our  booklet  entitled  "The  Only  Safe  Way  to 
Buy  Stoves  and  Ranges." 

When  you  have  read  this  interesting  story,  we  believe 
you  will  realize  that  the  disadvantages  of  buying  stoves  by 
mail  order  far  outweigh  any  seeming  advantages.   You  will 
realize  that,  in  the  end,  it  pays  in  cash^^_  oonvenienc_e,  smd 
55^ilISSli2D  ^°  ^^  stoves  from  your  local  deaieV. 

We  are  particularly  anxious  that  you  see  our  ♦  *  •  »  • 
Stoves,  Heaters  and  Ranges  before  you  make  a  selection.   No 
matter  what  style  you  wish  you  will  find  it  in  the  •  •  *  •  • 
line  and  you  can  be  certain  of  permanent  satisfao_tion  and 
rea8onable_grice3. 

Our  dealer  ♦♦♦•♦♦  will  be  pleased  to  show  you  any- 
thing in  our  line  and  explain  the  many  valuable  advantages 
and  exclusive  features  of  the  ***•*•  construction.   You 
will  find  an  excellent  assortment  of  all  styles. 

Won't  you  please  call  just  as  soon  as  you  can  and  look 
at  them? 

You  need  feel  under  no  obligation  to  buy.   Simply  go 
and  Icok  at  them.   If  you  can  not  get  just  what  you  want  in 
quality,  style,  and  price,  don't  choose  a  •  •  •  *  •  *.  You 
will  be  nothing  out  for  making  an  investigation. 

On  the  other  hand,  if  your  dealer  shows  you  a  •  •  •  •  * 
Stove  or  Range  that  suits  you,  you  may  depend  upon  it  that 
he  will  extend  to  you  every  accommodation  that  the  most  lib- 
eral mail  order  house  would.   He  will  do  some  things  for  you 
that  mail  order  houses  canjt  do.   He  will  deliver  your  stove 
polished  and  clean.   If  you  do  not  live  too  far  from  his 
store,  he  will  haul  it  to  your  house  and  sot  it  up  for  you 
free  of  charge.   And  he  will  give  you  a  guaremtee,  not  of  30 
dajrs  satisfaction,  but  of  permanent  satisfaction. 

Trusting  this  may  be  of  holp  to  you  in  selecting  the 
best  stove  for  your  needs,  we  are. 

Yours  faithfully. 


[214]  §21 


nil 


Largest  MaKers  of  Stoves  and  Cable  Address ,  "MICHSTOVE" 

Ranges  in  the  World  Western  Union  Code 

The  Michigan  Stove  Company 

DETROIT  "Garland"  Stoves  and  Ranges  Chicago 


I 


•CT    IN    POST    HONOTONC   NO.    I        C*9T   SQUAttCS 
MONOTONE   ROnOCn        OOCUT 
AHCfftCAN  TYPE  POUNOEHS  COMPANY 


Detroit 


Dear  Slr:- 

One  reason  why  people  waste  so  much  money  on  stoves  is 
that  they  pay  too  little  attention  to  the  atove  when  they 
buy  it.   They  think  too  much  aboutthegrice. 

"Oh,  a  stove  is  a  stove  -  doesn't  make  much  difference 
where  you  buy  it  or  what  you  pay  -  they're  all  alike"  -  that 
ta  the  way  people  often  talk. 

As  a  matter  of  fact,  there  is  just  as  much  difference 
in  Btoves  as  there  is  in  people.   And  Just  ais  it  pays  you  to 
have  staunch,  reliable  friends,  so  it  pays  to  have  depend- 
able stovss. 

How  can  anybody  figure  that  it  is  economy  to  buy  cheap 
stoves?  The  low  price  is  in  itself  Bost  certain  proof  that 
it  won't  last  long. 

Since  we  must  have  stoves  all  our  lives,  why  not  buy 
good  ones  in  the  first  place?   In  the  end  it  costs  leas  - 
and  it  means  a  lot  of  time  and  trouble  saved  not  to  have  to 
buy  a  new  stove  every  few  years. 

How  can  you  tell  a  good  stove?  By  its  looks?  No!   By 
30  days  free  trial?  Ho!   There  is  but  one  -  and   only  one 
way  to  know  you  are  getting  full  value  for  your  stove  money. 


§21  [215] 


-2- 

That  way  is,  -  BOY  A  STOVB  OP  ESTABLISHED  REPUTATIOH.   Then 
you  take  no  risks. 

If  you  buy  a  *  •  *  *  *  *  Stove  or  Range  there  is  not  a 
ehance  on  earth  but  what  the  service  it  gives  you  will  mora 
than  Justify  the  price  you  have  paid. 

We  could  never  have  built  up  the  biggest  stove  factory 
and  business  in  the  world  had  not  •••♦••  stoves  and 
Ranges  given  satisfaction  in  the  fullest  sense  of  the  word. 
The  Millions  of  *****  *  Stoves  have  all  given  satisfae- 
tion! 

All  you  need  to  KHOW  you  are  getting  the  utmost  in 
Stove  value  is  to  go  to  the   ••*•••  dealer  in  your  totm 
and  ask  for  a   *****   *. 

It  is   the  easiest,   quickest  and  most  certain  way  to  get 
•tore  satisfaotion  -  and,  in  the  end  YOU'LL  SAVB  HONEY  BY  IT. 

Your  local   ••••••  dealer  will  extend  you  euiy 

reasonable  sMiconBodation. 

Why  not  call  on  him  to-day,  pick  out  the  stove  you  want, 
have  it  delivered,  polished  and  set  up  for  you,   and  be  en- 
joying the  eowforts  and  satisfaotion  it  brings? 

Yours  faithfully. 


[216]  §21 


JOHN    W.    CRADOOCK.  PRESIOCNT 


A.     P.     CRADDOCK.  VlCl-PH«8IOtNT 


T.    H.    TERRY,  TrEASURBH 


EDWARD    F.     8HEFFEY,  SCCRCTARV 


DIRECTORS 
CHA5      G.    CRADDOCK 
EDWARD    F.     SHEFFEY 
PAUL    C.     EDMUNDS 
GEORGE    MAHON 
T      M,     TERRY 
A.     P.    CRADDOCK 
JOHN    W.    CRADDOCK 


Craddoek-Terry  Company 


«« 


MANUFACTURERS   OF 

Long  Wear  Shoes 

"LONG   WEAR    SHOES"    WEAR    LONGER 

Lyncliburji,  Va. 


99 


ADVISORY  BOARD 
W.    W.    BROWN 
J.    B.    STROUD 
WALTER  CARRINGTON 
GEORGE    HAUGH 
ALBERT    L.    NOELL 
J.    M.    DUNWODY 
WM.    C.    GOODE 


Dear  611:- 

Are  you  selling  tvlce  as  many  shoes  as  you  sold  last 
year  -  if      re  not,     ' '      '     '  "  -     -  -  --  .  .  .  ^  .  .  ^ 

warm,  dry       r  or  t  _  y 

reason  that  .  not  .s  more  shoes  than  you  sold 
last  year  is  that  you  are  not  handling  the  right  line  of 
shoes. 

a  of  owr  best 

m   to 

111 

th^ir   f'Mlr>-'    i"Tt  rear,  -1 

pr  ■ r  aver  n  over 

the  saaie  period  of  last  yeu.i   was   9cif(. 

There  is  no  guesswork  a>-out  this  -  these  are  actual 

Ti-fnires   -   and  as    these  me  ^   are   ^         •         '      ' 


Ah oat  e 

?o  we  tel 

CO'- 

d  all  oTcr  t 

let 

.  . ;    .  1  .    ■  ■    .    ■ 

v...oir  >=•>•■-  --■"! 

J.  1  -       /^, 


in  yo\ 

they  sold  last  year. 

Can  you  afford  to  continue   to  Iffnore  ov 
oan  prov.  1   that  our  ov 

me     ■ 

ou:        ,  _ .  - 

that  our  other 

build?! rs?     Can  you  a.f  t  jtmr  tr? 

you  h  are  not  giving   then  the  best  ahoee 

rlret  h  -^-~o 


§22 


(217] 


-2- 

Ehoes  aro  coi-^S  hicher,  but  v;e  are  still  selling  r 
great  many  of  our  shoes  at  from  five  to  twenty-five  cents 
a  pair  less  than  they  are  worth  on  to-day's  narket.  Don't 
put  this  natter  off  longer  -  we  have  the  shoes  and  can  fill 
your  ordors  pronptly  -  we  bought  leather  at  old  prices  and 
will  give  you  the  advantage  of  what  we  saved. 

Wo  want  to  send  our  salesman  to  see  you.   It  costs 
you  nothing,  and  we  are  enclosing  self-addressed  postal 
card  for  your  reply.  If  you  are  only  interested  in  a  few 
shoes  at  this  time,  let  us  send  you  one  of  our  catalogs, 
showing  a  complete  line  of  leather,  rubber  and  canvas  goods 
and  an  exceptionally  attractive  line  of  felt  slippers  ajid 
juliettes  for  the  Holiday  trade. 

Fill  out  the  enclosed  card  and  mail  it  to  us  right 
now,  and  rest  assured  that  we  will  give  you  that  satisfac- 
tory service  that  will  make  it  to  your  interest  to  give  ua 
your  business,  and  when  you  put  in  a  line  of  *****  * 
Shoes  you  will  find  your  business  increasing  just  as  these 
other  merchants'  business  has  incresised,  and  an  increased 
business  means  increased  profits. 

Yours  very  truly, 

P.S.  Don't  you  need  some  filling  stock  for  the  Holiday 

trade?  Some  fur  or  ribbon-trimmed  felt  slippers? 
Some  children's  shoes  or  perhaps  some  men's  fine 
shoes?  Get  our  catalogs  now  and  order  in  time  to 
supply  the  demand  for  Christmas  trade. 


[218]  §22 


L.  Adler,  Brothers  &  Co. 

MAKERS    OF 

ADLER    CLOTHES 

ROCHESTER,  N.  Y. 


SET  BY  TMC 

POOLE  PRINTINO  COMPANY 

BOSTON,   MAS5. 


Dear  Sir: 

When  Labor  Day  arrives  -  when   your  fall  selling  season 
has  opened  -  you're  going  to  bs  alghty  sorry  If  you've 
negleoted  to  send  out  Style  Books. 

Perhaps  you  don't  value  these  hooka  vary  highly.  Per- 
haps you  believe  your  husinass  will  he  as  hlg  without  then. 
Please  den't  think  so. 

Our  Style  Books  help  sell  olothes,  and  va  oan  prove  it. 
We  have  euBtoTners  who  have  gone  without  them  one  9eR3on  and 
thereby  lost  "business. 

Your  ooiBpetltors  use  Style  Books,  and  douhtless  send 
them  to  yo«r  customers.   Can  you  afford  to  risV  IosIiij:;  t^ade 

Vow,  we  don't  douht  that  you're  going  to  use  Style  Books 
this  ■••••n  -  our  knowledge  of  your  good  Judgment  gives  us 
this  eonfldence.   But  the  time  is  getting  late. 

We're  in  earnest.   We  know  that  our  Style  Books  are 
business  f^etters  and  business  keepers.   So  please  don't  hold 
op  the  enolosed  order-blank  a  minute  longer  than  is  necessary. 

Very  sincerely  yours. 


§23  [2191 


L.  Adler,  Brothers  &  Co. 

MAKERS   OF 

ADLER  ROCHESTER  CLOTHES 

ROCHESTER.  N.  Y. 


86T  BV  TMi 

POOLE  PHINTINO  COMPANY 

BOSTON,  MASS. 


Dear  Slr:- 

Let's  get  shoulder  to  shoulder  and  boost  Spring  and 
Sumner  ■business. 

Let's  make  this  a  big  ■'■'f>«'".  We  can  '^i  i  ^.  -  tncf.thp.r. 
But  we've  got  to  get  aotlon  -  v^£2_2222  ''^"• 

Men,  everywhere,  are  beginning  to  think  of  buying 
clothes.   It's  up  to  us  to  sell_them. 

You  are  handling  the  best,  value  clothes  in  town.  You 
ought  to  sell  every  man  whose  custom  is  worth  while.  You 
can! 

You  have  newspaper  spaoe  at  your  command.  Print  your 

liegiiining  '.?itii  zho.   $3600  paga  m  tat-ii-'iay  isVL-nxng  rost, 
Uarch  25th,  we're  telling  them  what_kind  of  clothes  we  make. 

You  can  very  eoonomioally  make  this  page  yours  -  and 
each  page  of  every  publication  we  use  thereafter  -  by  adver- 
tising that  you  sell  ••*•♦•  clothes. 

Will  It  pay?  Well,  t]r;f_it  and  see!   Remember,  we're 
working  with_j_ou,  and   for_you. 

Sincerely  yours, 


[220]  §23 


WESTERN    OFFICES 
202t   TO    2833     t-A    SAL(-E    ST  R  E  CT.   C  H  I  C  AOO 


GENERAL-   WORKS 
1320  TO  1300  J  EPFCRSONAVENUe,  DETROIT 


DETROIT  STOVE  WORKS 


LARGEST  STOVE  PLANT 
IN  THE  WORLD 


9CT   IN   MITCHELL 

AHCKICAM   TvrC  rOUNOCnS   COMMxr 


Detroit 


Dear  Sir: 

A 
and   r 


a.x. 


hip: 

wl 


Is 
last 

1.  '•    '  , 


the 


a  It.  a  and   Luo  a-ii  p- 


ra  Xiti^fej   aai  6a-;iXj 


a    • 


can  bi 


Youra   truly. 


§24 


[221] 


DETROIT  STOVE  WORKS 

LAUC.liSr  STOVE  I'LANT  ^y  ,.;  ^^f^y  jup    c;()I,K    M  A  NC  K  A  CT  T  K  KRS   DK  TIN-.   C  K  L  KB  K  A  r  K  1) 

IN  THK  WORLD 

We  Lead  the  World  in  Ranges      JCWCl    StOVCS    End    RangCS 

Western  Offices:  '2921-'29:a  LA  SALLE  ST.,  CHICAGO.     Works:  13>(t-lS60  JEFFERSON  AVE.,  UETKOIT 


SIT    IN    SCOICH    MOHAN         r»t«CH    (*M     5iJU 
•  AT-TtlE   TINT   rORMCnS 

■  xrRiC'N  rr*C  rouNOCHK  company 


Detroit,  Mich. 


Dear  Sir:- 

The  true  teat  of  any  stove  cornea  after  it  has  been  in 
use  for  some  tiaie.  ffbsn  new,  one  stove  loolcs  a  great  deal 
like  another  and  it  ia  only  ty  actual  service  that  the 
value  of  a  good  stove  ooates  to  the  surface. 

The  value  ofa******  Range  ia  shown  In  the  year* 
of  sati^factoi-y  serTioe  it  will  give  the  user.  Only  the 
hiehest  grade  materials  and  the  nost  skilled  worksiDn  are 
eiEployed  in  its  construction. 

All  steel  ia  extra  quality,  highly  polished  and  re- 
quires no  blacting.  All  oast  parts  are  Eade  fron  Kemi  Test 
Metal,  insuring  the  kishsst  grade  cast  iron  put  ia  a::y  stove. 
The  fire  ho-es  are  made  large  and  roony  and  are  correctly 
proportioned  to  hold  fire  for  a  long  time.   The  ovens  nre 
full  sized,  made  square  eund  will  hake  quicker,  mora  evenly 
and  with  loss  fuel  than  the  ovens  in  any  other  rant;33. 
Those  are  actual  facts  that  thousands  have  proven  to  their 
own  satisfaction  and  that  you  will  find  to  he  true  if  you 
place  a  *****  *  Range  in  your  kitchen. 

Can  you  hesitate  between  a  *****  *  Range  emd  the 
others  when  you  consider  the  above  facts  and  that  you  actu- 
ally save  money  on  fuel  and  repair  bills  by  using  a  *  *  •  *? 
Can  you  hesitate  about  paying  a  few  dollars  more  for  a 
******  Rauiga  in  preference  to  a  cheaper  stove  when  a 
******  will  last  a  lifetiae,  will  alvrays  be  ready  for 
service  and  will  cause  you  no  trouble  or  expense  later? 
When  you  think  these  questions  over  fully  we  believe  you'll 
agree  the  ******  is  the  range  you  should  buy. 

Yours  truly, 


[222]  §24 


NEW  YORK 


PHILADELPHIA 


ROCHESTER 


ST.  LOUIS 


CINCINNATI 


XX}UISVILLE 


.EAMAN; 


OJO) 


nMPORTERS  °  MANUFACTURERS 
CONVERTERS 

174-180  LINCOLN  STREET 

EOSTON 


SET  rN  aurFALO  outline  and  stratford 

THE  H.  C.  HANSEN  TYPE  FOUNDRY 
BOSTON  AND  NEW  YORK 


Dear  Sir:- 

Hls  uaae  was  Smartam  and  he  wore  i^lskers. 

Name,  whiskers,  aiid  all  oonsiderad,  he  was  b"    1 

indlvidaal  aveii  for  tViZaa   Qo^s,  tut  cs    tLs  iiitci  ■.         ra 
have  paintad  his  portrait  on  tha  Ci.uVu,3  of  ou-      j  ,    uc 
gaze,  rellcot,  and  insist  that  Lad  he  lived  i..      .  dajs, 
instead  of  being  a  ooaati-y  school      ,r  Lo  ..ouiu.  cci.ati- 
tute  one  entire  shoo,  and  that  a  i.  -^r  act  in  vaudoville. 

One  night  in  every  thirty  during  the  winter  term  we 
would  assuiuble  at  the  schoolhouse  for  a  "doLate." 

"Resolved, "soitething  or  other,  it  did  not  make  much 
diff        ■  -t,  80  many  on  the  "aff inaativa, "  bc  on 

the  "      •   i"  and  then  for  two  hours  it  was  at.       re 
United  iitatuii  Senate,  the  only  diaseniihle  differoiioa  being 
that  we  were  not  paid  for  doing  it. 

The  only  thing  that  we  oaji  remembar  about  Sjrartp-'  or 
the  dsbates  that  really  stuck  by  us,  the  only  thi      t 
proved  of  &ny   lasting  benefit,  was  S-iiartiiji's  oft  iw_^.dd 
injunction,  "After  you've  luada  your  'p'int*  quit  taikin'. 
The  more  you  say  aft&r  that  weakens  your  case." 


We  think  by  this  time  we  hav 
referenoe  to  ******  •  Too  i. 
i^sults  in  ir.  e  again, 

time  for  the  t 
where  you  are  using  a  silk 
•••••♦  at  a  sav^lng  in 


i-  "p'int"  Kith 

atic n  oir^  ly 

last 
t ,  zo    Bf^^  ..  , J 

I,  you  can  aat)3titule 

.^   cost  of  Ttji.      That  it 

is  being  largely  uasd,  we  siiuxily  mention  one  oity  as  proof 
(St.  Louis)  where  Qoj^   of  thj  shoe  miumfaoturors  are  using 
it  with  great  satlofaotion  in  the  place  of  silk. 


We  enoloie  atill  another  postcard,  respectfully  asking 
you  to  return  it  to  us  requesting  sajaplea. 

Very  truly  youra, 


§25 


[2231 


Seamans  &  Cobb  Co. 

Importers^  Manufacturers 
Converters 

No.  174-180  LINCOLN  STREET 

Boston, 


■  CT   tN   MOW   CAS1.0N   AND   MIW   CAILON   ITALIC 
»OOkC   PMiNTiNO   CO.,    tOtTON,    M«^l 


Gentlemen: - 

The  shorter  thf^  art   the  lonfri^r  the  encore. 

T'  vri?  leX'ter  l;';?  rjiore  r'-'-.Ter.'  i  i.  will  iiavo 

and  as  that  you,  in  common  with  ourselves,  have 

your  favorite  authors,  this  letter  will  be  short  and  right 
to       irit,  and  we  candidly  believe  it  will  pay  you  to  read 
eve       I  of  it. 


The  above  space  would  ordinarily  be  filled  with  words, 
words,  words,  only  these  and  nothing  more,  and  aa  y 

find  more  of  these  in  the  dictionary  than  we  could  ; .. 

crowd  into  this  letter,  we  will  save  your  time  ajsd  skip  them. 

Cr^  »v^  p  >  ,-1  oc i  r  cr  a  price  list. 

:  ,  .      .  '.gj,^  j[^^  this  ?  we 

will  r  of  the  whole 

ar  toard.   This  postcard,  if  you  will  return 
it  ")U  at  once  our  trade  dir    ",  and  this 

tr  ve  you  a  lot  of  •♦♦••♦        Dse  it 

ju  ty  if  for  no  other  reason  and  let  us 

prove  I':  r  or  not  we  have  any  excuse  for  bein^  in 
the  ••♦•* 

Very  truly  youra. 


[224]  §25 


NEW  YORK 


PBILADEWHIA 


ROCHESTER 


ST.  LOVIS  CatClNNATl 


LOViSriLLE 


Seamans  &  Cobb  Company 

Importers,  Manufacturers,  Converters 


Cable  Address,  "Seaco  Boston" 


ICT  IN  aoOONI  ITAUC 

»oOL(   miNliHa   CO..    ICSTOM.     HASI, 


No.  174-180  Lincoln  Street 

Boston,  Mass. 


Dear  Slr:- 


r-, 


to 

f  .■ 


1    llvlri!?   at    hfjns    on    t.hft    f .<>  rr. ,    p.    r '^n    rl^iivn    up 

is 


do, 


to 

vr'  ' 


we 


>  wx';ux   we   tire    xryii^^^   to    mauce  you   xo   j.c  l  us 


+  ViQ     ''> 


m.z.       nx^nt 


dcciaio..  .^i.L^i\,^.,    .■'.,: 


inc 


Kiud  o  r 


f-nilx 


«  1-'  r-v     T 1-1 1  I  V    V  n  u  r  •*  , 


§25 


12251 


SEAMANS  &  COBB  CO. 

Importers,  Manufacturers  and  Converters 


NO.  174-180  LINCOLN  STREET,  BOSTON,  MASSACHUSETTS 


,eT    IM    HCMBCItS   or   TMC   CHClTEMHAM 

lOMMCHCe  OONAMCNTS 

■OOI.C   'lliNTINO  CO..   BOSTON.    HfcSS. 


Dear  Sir: 


We  happened  into  a  marufacturer's   office   the  other  day 


Ir.d  the  desk 
of  orders  and 


just  r   '      -^  ^  -  1  as  tl 

hasti".  ,      z   two 

the  oth;r  cT  ai;-..:  .      ,    ■  '             to  our  "  ,  nnd 

now  if  ycvT  r;71,  '■  '                      ,  to  1-  '.it 

of  our  t-:                   at  th:                I  to  r  mt 

when  two                  jston  z      '         Lrii  at  i- 

mately  the  sanio  tir.e,  the  result  is  U3u?.lly  an  on. 

One  thought,  aiid  that  reed  not  be  too  large  or  o .^..osie, 

is  about  all  we  can  take  care  of  comfortably  at  cue  sitting. 

Our  first  thouf^t  was  that  right  then  and  there  we  had 
received  ocular,  a:id  not  to  be  questioned  proof,  of  the 

"A  lot  of  advertising  is  wsisted." 

-t  iras,  perhaps  in  that  pile  of  dlscr-.rled 

i  11:3  deals,   is  miasi"^  ,.^.. , .;.  ; ,._  „  <•  ••  "lua, 

d  help  him  in  his 


truth  of  the  saying, 

Oiu-  r-:::t  t^:'.i-''. 


mai^  , 
so . 
whi^.. 


availed  hiaself  of 


c> .  -  - .  V.  ^  J 


i.j.m 


out  frors  his  factory  better  goods  at  the  saae  cost,  or  may- 
hap caterially  reduce  his  present  costs. 

Yes,  we  feel  sure  that  a  lot  of  advertising  is  wasted, 
but  we  fosl  just  as  sure  that  cany  mar.ufaoturers  miss  cany 
tin:cs  a  "^zoi   thlrg"  simply  because  all  advertisir.g  looks 
alike  to  then,  and  from  the  fact  that  they  never  open  the 
envelope  or  remove  tlie  wrapper. 

All  this  p-.   ''"i,    of  course,  is  designed  to  lead  you 
if  possible,  by       tagos,  up  to  *  ♦  •  ♦  •  *.   This  is  the 
thread  that  loska  iiL:3  silk,  works  like  silk,  wears  as  well 
a^  silk,  and  costs  you  753^  less  money. 

We  would  be  foolish  to  make  these  assertions  unless  the 
go-ds       "        '  bear  us  out.  We  af3k  you  to  grant  us 
this  i     .  to  submit  saTiples  at  no  expense  to 

yo.i.   V.j.il  yoa  do  it,  just  as  a  trade  favor,  if  for  no  other 
reason? 

Very  truly  yours. 


1226] 


§26 


^ia 


i 


mm 


SEAMANS  &  COBB  CO. 

Manufacturers,  Importers  and  Converters 


3  Q  B  Q  B  Q  C 


No.  174180  LINCOLN  STREET 


BOSTON, 


SET   IN    CLCARFACe   GOTHIC        CAST   SQUARES        FRENCH   CAST   SQUARES 
rOOLE   PRINTINC   CO..    BOSTON,    MASS. 


Dear  Slr:- 

A  Chicago  paper  speaking  editorially  in  a  recent  issue, 
said  in  :  '  '"ice  this:  -  There  are  $5,000  men  in  this  coun- 
try in  :  .e,  but  ftlO,000  men  while  in  great  demand,  are 
as  scarce  as  ure  '  :  in  the  stew  at  a  church  supper,  and 
as  rare  as  an  adv  ont  which  sisply  states  facts,  plain 
facts,  eind  without  any  attempt  at  exaggeration. 

The  highest  priced,  best  paid  ad  writers  in  this  coun- 
try, in  their  exploitation  of  any  article  or  cocanodity,  say 
but  very  little,  but  they  sjiy  that  little  well.   They  deal 
in  facts,  stick  to  facts,  drive  homo  facts,  -  only  this  and 
nothing  more. 

We  want  to  talk  to  you  for  Just  a  minute  about  ♦  •  •  ♦ 
and  we  shall  confine  ourselves  strictly  to  facts. 

♦••*♦•  is  a  substitute  for  silk,  ar.d  for  the  pur- 
poses for  which  you  v/ould  use  it,  it  is  equal  to  silk,  and 
costs  you  75<(f  less  money. 

It  is  made  from  the  very  highest  quality  of  Sea  Island 
staple,  and  due  to  a  special  process  of  manufacture  confined 
by  us  exclusively  to  this  brand,  it  possesses  an  unusual  and 
beautiful  lustre. 


It_will_v/ 
sand  when  it  i.. 


,  not  one  person  in  a  thou- 
,j  could  distinguish  it  from 


silk,  and  it  costs  you  V'_^_1^1'1_111'1'J?L 

The  above  are  simply  ♦•••••  facta  minus  all  adver- 
tising frills  and  flouriuhas. 

We  want  to  prove  to  you  that  they  are  facts. 

rioft.^fl  note  that  wa  have  taken  care  of  Uncle  Sani's 
chargoa  with  refercnoe  to  the  return  of  tho  enclosed  card. 

Very  truly  yours. 


§25 


[227] 


IL. 


SEAMANS  &  COBB  CO. 

Importers,  Manufacturers,  Converters 


^L 


1 

^ 

i 


Number  174-180  Lincoln  Street 


BOSTON,  MASS. 


scT  IN  MCMaeiis  or  tmc  chcltcnhmh  fam 

VCRSATilt   •ORDI't 

POOLt   ^ttiNTiNO   CO.,    BOSTON.    M*33. 


Dear  Sir: 


one 


',%  r;:  not  exactly  agree  with  this  s 
glad  we  can ' t . 


are 


in  - 
if  th 
take  i.  -  i . 


jice   tbanselves  in  a  position 


,    or 
ty  one 

A 


tlon, 

for  sili   tLi\iiul. 


«    •     • 


.te 


out   " 

V' 

ev 

UHsui  ].  at  i  t,  jl  . 


■.It,    ' 


man 

«   * 


3  and 


th- 
/ 


J.  3 


;,    of   courae, 
will   not   for 


you  c 

very  muoii  loiig>jr,   anJ  we  do  not   raaliy  t-blievd   that  you  will. 


leas '. 


:an 
■J 

at 


Ht;i-t's  oiio  Li.»r  card.      Use   il  ajid  inalce  us  prove   it. 
Yours  very  truly, 


[228] 


§25 


NEW  YORK 


PHILADELPHIA 


ROCHESTER 


ST.  LOUIS 


CINCINNATI 


LOUISVILLE 


•er  IN  rosTCK  AMO  coNDCMtio  rostKR 

vei«9AT1i.r   DNNAMCNT         ChA^BOOK   OUiOONl 
AMCKICAN   TV*>C    FOUNOCMt   COHfANT 


ftentlemen: 


SEAMANS  &  COBB  CO. 

Importers  -  Manufacturers  •  Converters 
■  ■ 

174180   LINCOLN  STREET,  BOSTON,  MASSACHUSETTS 


Dated  I 


?irc?»  Trrit^v  ro'.-r   a  short   ttma  ago,    as  perhn'^s  you  will 

ar   *   ♦   •   •   ♦   •  •  fin- 


wV,- 


■-er 
.t  up  within  a  very  few  dajrs  with  a  regular  full-sized 


pp- 


13 

to 


911^  finish  thread. 


of  s>i       1  oon- 
H  thread  to  be  used  in 


unusuc 


air 


id  yam. 


-•J       t    i  1.  ^ 


iving 


rsf  h^ 


ki\om  ««*  will  receive 


xr 


Very  truly  yours, 


§26 


(229] 


NEW  YORK 


PHILADELPHIA 


ROCHESTER 


ST.  LOUIS 


CINCINNATI 


LOUISVILLE 


SEAMANS  &,  COBB  CO. 


IMPORTERS 

MANUFACTURERS 

CONVERTERS 


tCT   IN   STi«ATMHOIIE   OLOSrvLC 

«**ATNMORC   OKMAMCNTf 

AHtlXCAN   TTPC   FOUNOCHS   COMPANY 


174-180  LINCOLN  STREET 

BOSTON 


Gentlemen: - 

In  one  ear  and  out  the  other. 

This  is  possihly  true  of  a  lot  you  have  heard  about 
******,  but  what  goes  in  one  e_y_e_  stays  in  the  back  of 
your  head,  and  this  time,  to  prove  that  the  *•♦•♦•  is 
the  best  covering  thread  made  for  buttonholes,  we  send  '% 
specimen  of  the  work  it  will  do,  instead  of  talking  about 
it. 

You  can  maJce  as  good  a  buttonhole  as  this,  in  your 
factory,  with  **••♦•  and  ♦••••*  Reece  thread,  at 
one-fourth  the  cost  of  a  hole  worked  with  silk,  and  at  ap- 
proximately the  same  cost  as  one  made  with  two  hard  finished 
threads . 

Ycu  can  prove  this  statement  by  trying  samples  at  our 
expense,  and  it  will  pay  you  to  do  so. 

Pill  in  the  inclosed  postal,  and  we  will  do  the  rest. 
Very  truly  yours, 


[230] 


§26 


HBHHHBHHHHHHHHHHQHaElHHHHElBHHBtDHHBBHHHBEllEHHBElH 

B 
B 
B 
B 
B 
B 
B 
B 
B 
B 
13 


B 
B 
B 
B 
B 
B 
B 
B 
B 
B 
B 
B    , ^ 

BBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBB 

iti    tN     CLtAHtACE    BOLD         C*b'     SuUAntS 

STUATHMOttC  OHNAMCNTS       CMAPOOOK  GUIDONS 
AHCRICAN   TYPE   FOUNDERS   COMPANr 

Dated  IT  l 


SEAMANS  &  COBB  CO. 

Importers  »  Manufacturers  »  Converters 

174-180  LINCOLN  STREET,  BOSTON,  MASSACHUSETTS 

NEW  YORK      PHILADELPHIA      ROCHESTER       ST.  LOUIS      CINCINNATI      LOUISVILLE 


our 


Among  the  many  gratifying  reports  sent  us  on  samples  of 
'  '  '  •  one  of  the  most  pleasing  was  the  letter  re- 


ceived from  The  *♦*•♦*  Co, 
of  which  ws  inclose  a  copy. 


of 


Wisconsin, 


It  may  seem  odd  to  you  that  we  attach  so  much  impor- 
tance to  a  letter  which  did  not  bring  an  order  with  it,  but 
the  point  is  this.   The  *♦•**•  Co.  has  for  years  been 
known  as  one  of  the  most  exacting  makers  of  high  grade  shoes 
in  the  West.   They  say  in  their  letter  that  our  *•***• 
works  as  well  as  silk,  and  l£2]r2_S2_5'^i-'-_lD_*^''--  ""f^-  They 
hesitate  to  use  it  because  it  is  not  actually  silk,  and  not 
understanding  perhaps  that  the  finished  ******  is  a  far 
cry  from  crdJr.o.ry  mercerized  cotton,  they  feci  that  in  a 
shoe  v/hich  retails  frcn  J5.00  to  J3.00  a  pair  they  can  af- 
ford to  use  silk  for  the  name  alone. 


Can  you  afford  to  do  that? 

If  an  article  will  work  as  well  as  silk,  look  as  well 
as  silk,  and  wear  as  rrell  or  better  thaji  silk,  can  you  af- 
ford to  pay  from  200  to  2iC0^  more  for  the  name  alone,  of  a 
different  article? 


Our  ••♦♦••  will  do  all  of  that,  and  our  r --s 

on  this  Twist  for  buttonhole  purposes  has  been  phc      I. 
Don't  think  you  carnot  use  it  economically  sir.ply       : 
you  may  now  be  using  cotton.   Soiie  of  our  larqcct  .      .  ave 
adopted  it  in  place  of  cotton  as  a  covering  thread  o.i  iieeco 
machines.   It  will  not  cost  you  a  cent  to  try  it  if  you  will 
sign  and  send  to  us  the  inclosed  postal.   It  is  certainly 
worth  investigating. 


Very  truly  yours. 


S25 


[231] 


L  r  ^ 


"         "- 


3yv-"">vy= 


-■■     "- 


ri 


I  Seamans  &  Cobb  Company  j 

n                      Importers,  Manufacflurers,  Converters  Q 

IT     L        . .        . ,^ .      J\     1 

n  l^-ic=3c  ■  II —  II        II  II  ■  icsaeriJ  n 


SCT   IM    MCMBcnt  O*   IMC   CHfl.TeNN>M   r*MllT        ICHUIL   OHMAMRNn 
*NC*'CAN   TTPt   fOUNOIMt   COHVANV 


iA^o.   17^-180  Lincoln  Street 


Gentlei!;en:  - 

"Button,    button,   wlio'a   got   the   button?" 

This   question  has  bean  asked  mai  nea   during 

the  paat  ^s   tha   au  great 

•any  peopj^;  t-if   ui.^ji^liu    towards  us,  »u  r.:j^i'L   'ts    ,/oil  own  up. 

Yes,   we've   got   'era! 

The  buttons  jau   are  looMng  for  are  at,  i7/t 
Ettreet,  in  Boston,  and  p^      >te  that  i  /les 

which  we  are  sendJiTig  you  are  made  with  p  s,  and 

designed  to  run  on  button  sewing  machines. 

We  are  sending  you  a  few  samples,  so  that  you  may  gain 
some  ■'-■•■■  1  right 

here  i".-  ......  „„  „„^..  j^,.  ^ 

Ho.  44,  -  at  f2.00  per  grosa.   Th«c.a  buttons  are  beau- 

tlo~,  -  ■' -    -1  .Ai„.^   ..i,,4.,^_  v.^  ■,^   worke.1,  ■— '  —  -•  ■•♦=^aly 
gu  a  will  I  tin 

until  the  shoe  is  worn  out. 

No.  21,  -  Plain  Buttons  are  plain  Ivjtto  =>.  nnverthelesB 
there  is  a  great  difference  oven  in  p"  The 

coating  or  finish  on  sone  buttona  off  in  the  hand- 

ling necess'  so 

witli  ov.r-  .  ...  ...  .•  -  ■  -  ■   .;.-.:..  ,.   .  ..  ,,  ..v  ^.,/  per 

gross,  c:  very  way  the  most  reliable  and  trustworthy 

of  any  Manufactured  at  this  price. 


[232] 


S25 


-2- 

No.  20,  -  This  button  being  one  of  the  very  popular 
styles  at  present,  calls  for  your  consideration,  not  only 
because  of  its  popularity  as  regards  style,  but  because  of 
its  superior  construction  to  the  ordinary  button  of  similar 
appearance. 

Instead  of  being  made  from  paper,  which  soon  grows 
shabby,  or  glass  which  breaks  and  is  dangerous  to  run  on 
machines,  this  button  is  manufactured  froa  the  unbreakable 
vegetable  ivory,  which  wear  really  does  iaprove  in  appear- 
ance.  The  shanks  are  rigid,  also  ths  prise  (75/  per  gross) 
which  is  most  reasonable,  -  beyond  criticism  in  fact. 

No.  49,  -  A  new  style  button  which  is  attractive,  and 
has  proven  a  good  seller,  $1.20  per  gross. 

As  compared  with  the  sole  and  the  upper,  buttons  are  a 
small  item  in  the  manufacture  of  a  shoe;  just  the  same,  how- 
ever, one  poor  button  frequently  spoils  the  sale  of  a  mighty 
good  shoe. 

We  trust  to  receive  your  orders  for  samples  on  some  of 
the  above  grades. 

Thanking  you  for  past  favors,  we  remain, 

Very  truly  yours, 


[233] 


Seamans  ^  Cobb  Company 

Im;porters,  Converters  ana 


NewYo 

Pkiladelphi 

Rocbcstei 


;L    jYianufacturers 


St.  Louu 
Cincinnati 
Louisville 


t 

SIS 

'■ta 

:si8 


174-190  Lincoln  Strtit 


Boston, 


SET   IN    PABST   OLDSTVLC   AND   PABST  OLOSTVLE   ITALIC 
VCRSATILC  ORNAMENTS        BROCKTON   BOROCK 
AMERICAN. rvPC   rOUNOERS   COMPANY 


Dear  Sir:- 

A  leading  periodical  recently  refused  a  certain  large 
manufacturer's  advertising  business.   They  refused  to  run 
his  copy  because  they  said  it  was  misleading,  that  it  dealt 
largely  in  exaggeration,  and  that  should  they  give  it  pub- 
licity they  would  become  a  partner  with  the  manufacturer  In 
fooling  the  public. 

The  manufacturer  claims  that  this  isn't  true,  that  his 
goods  possess  ell  the  merit  he  can  claim  for  them,  and  that 
while  they  may  be  played  up  somewhat  strong  in  his  ads,  that 
this,  nevertheless,  is  simply  a  little  advertising  license 
which  is  perfectly  legitimate,  and  to  which  all  manufactur- 
ers are  entitled. 

As  to  the  merits  of  this  particular  case  we  know  noth- 
ing.  For  aught  we  know,  one  of  these  parties  may  be  doing 
the  other  a  great  injustice.   Perhaps  the  publisher  is 
wholly  right,  perhaps  the  manufacturer.   The  chances  are, 
however,  that  right  and  wrong  prevail  to  a  degree  on  both 
sides. 

The  point  we  wish  to  make  is,  that  this  very  contro- 
versy is  one  of  the  encouraging  commercial  signs  of  the 
times. 

Exploitation  ought  not,  need  not,  in  order  to  be  suc- 
cessful, depend  upon  exaggeration.  For  instance,  we  could 
write  a  book  filled  with  adjectives  extolling  the  virtues  of 

We  simply  say,  however,  that  it  is  not  a  silk  thread, 
that  it  is  used  in  many  places  as  a  substitute  for  silk 
thread,  and  where  used,  few  caji  tell  on  the  finished  product 
whether  it  is  silk  or  not,  that  it  will  wear  as  well  or 
better  than  silk,  and  that  it  costs  you  75^  less  than  silk. 

That  is  the  whole  story.  We  wajit  to  send  you  seunples 
auid  quote  prices. 

Please  use  card   Inclosed. 

Very  truly  yours, 


[234] 


§26 


New  York 

PhUadelphiB 

Rocbeater 


hiiiiiiiiiiiii:Ti:ii:ii:iiiiiiiJJii:jiiirtrir]:iiiii 


11:1111111:1111:11: 


a[ 


aoE 


SEAMANS  &  COBB  CO. 

II    Importers  ♦  Manufacturers  ♦  Converters   | 

17  1-180    LINCOLN    STREET,    ^^OSTON,    MASS  AC  HI' SETTS 


3D 


St.  Louis 
CinciDOali 
Louisville 


iiiiiiiiiiiiii 


"3  I  ^  |i  r  1 1 1 1 II 1 1  r :  I :  II 1 1 1 1 1 : 1 1 1 1 1 1 1  III  1 1  w  1 1 1 II I  r  II 1 1 1 1 1 1 1 1 1 1 1 1 1 ::  1 1 : 1 1 1 1 1 1 1 1 1 : 1 1 : 1 : 1 ::  I  r  II 1 1 1 1 J ::  1 1 II :  1 1 1 1 1 1  j  \    \   |i  i :  iiiiiiiiiiiia 


SCT   IN   CENTURY  OLDSTYLE   BOt.0 

THOeC   POINT   eOXDEIt        NONOTONC   80RDCR        CHAP-BOOK   OUIOONS 

AMERICAN   TYPE   FOUNDtRS   COMPANY 


Dated  { 


1 


Gentlemen: - 

A  man,  a  big  man,  at  least  when  gauged  by  the  modem  and  onr 
now  generally  accepted  size  atajidards,  a  man  of  affairs,  ripe 
in  years  and  full  of  experience,  remarked  this  in  our  hear- 
ing the  other  day,  "Take  it  from  me,  honesty  in  business  is 
a  lost  art. " 

We  were  sorry  to  hear  him  say  it  because  he  was  too  big  a 
man  to  be  puckered  up  with  an  Idea  so  small,  sorry  also 
because  we  could  not  agree  with  him,  and  like  the  rest  of 
mankind,  we  always  dislike  to  hear  a  man  boisterously  shout 
euiy  opinion  which  runs  contrary  to  our  own. 

We  are  right  glad,  too,  that  we  do  not  agree  with  the  afore- 
said gentleman,  because  being  in  business  and  dealing  as  we 
must  with  business  men,  we  still  have,  thank  goodness,  quite 
some  faith  left  in  ourselves  and  in  them,  £ind  when  we  lose 
it,  as  this  main  evidently  has,  we  trust  we  may  also  lose  at 
the  same  time,  the  art  of  breathing  aa  well. 

We  had  no  idea  of  writing  the  above  when  we  started  in,  but 
it  was  on  our  mind  and  we  had  to  get  rid  of  it. 

We  have  oonsumed  so  much  space  in  writing  and  so  much  of  your 
time  In  reading  something  we  did  not  intend  to  say,  that  we 
shall  be  obliged  to  make  the  really  essential  part  of  this 
letter,  the  message  itself,  very  short  and  perhaps,  too, 
that  will  please  you  Just  as  well. 

We  never  take  your  time  and  our  own  in  calling  particular 

attention  toa******  unless  there  is  something  about  it 

that  is  particularly  good,  a  something  that  makes  it  better 
than  ordinary  ••••••. 

Believing  you  might  think  us  naturally  prejudiced  in  favor 
of  our  own  goods,  we  enclose  order  blank,  re.qpeotfully  asking 
you  to  Bend  ua  an  order,  a  sample  order  if  you  please,  be- 
oause  we  know  it  will  ple&se  you. 

Yours  very  respectfully. 


§26 


(2351 


NEW  YORK  CHICAGO  WASHINGTON  LONDON 

Clje  ^bato  Walter  "'o. 

FILING  DEVICES  AND  SUPPLIES 

Muskegon,  Mich. 


SCT   IN   CASLON   TCXT  AND   RCCUT   CASLON 
AMERICAN   TVPC  rOUHOCKS   COMPANY 


HAS  IT  STRUCK  YOO 
IN  JUST  THIS  WAY? 

Dear  Slr:- 

If  you  saw  an  employee  throwing  fifty-cent  pieces  out 
of  the  window,  you  would  be  "jarred,"  to  say  the  least. 

But  you  will  say:  "It  can't  happen."  No,  not  in  just 
this  way,  but  are  you  quite  sure  that  -  as  seconds  and  min- 
utes represent  dollars  ajid  cents  -  you  are  not  losing  moi-e 
than  the  equivalent  in  time  because  some  particular  part  of 
your  office  work  is  not  handled  in  the  most  efficient  way? 

In  one  case,  the  loss  would  be  quickly  detected  and 
instantly  stopped,  but  in  the  other,  the  leak  might  go  on 
unchecked  for  weeks,  or  months  -  even  years.   THINK  IT  OVER. 

"Scientific  Mainageraent  in  the  Office,"  a  little  booklet 
we  have  just  Issued,  points  out  a  few  possibilities  along 
this  line  and  shows  some  of  the  different  channels  throu^ 
iribdch  time  slips  away,  business  is  lost  cmd  money  wasted. 

If  you  would  like  a  copy  it  will  be  sent,  with  our  coa- 
pliments,  upon  return  of  the  postal  enclosed. 

IT  PAYS  TO  INVESTIGATE. 

Tours  truly« 


[236]  §26 


MAIN  OFFICE  AND  FACTORY,  MUSKEGON,  MICH. 

THE  SHAW-WALKER  CO. 

FILING  DEVICES  AND  SUPPLIES 

CABLE  ADDRESS,  "Shawwalk."  Muskegon 

Muskegon 


Srr  IN  CLEARFACe  aOTHie       QUADRUPLE  CAST  SQUARES 
AMERICAN   TYPE   fOUNDCRS   COMPANY 


CAN  YOU  GET  IT 
WHEN  YOU  WAKT  IT? 


Dear  Sir: 


When  you  want  a  letter,  an  order,  an  invoice,  or  any 
office  record  you  want  it  QUICK, 

It  may  mean  a  thousand  dollars,  some  day,  to  be  able  to 
find  instantly  Brown's  quotation.  Smith's  order  or  the  copy 
of  Jones's  letter,  for  on  this  particular  record  may  hinge 
em  important  decision. 

You  have,  perhaps,  already  installed  a  filing  system  to 
take  care  of  such  problems,  but  is  it  thorouglily  efficient  - 
does  it  enable  you  to  get  what  you  want  when  you  want  it  - 
IHSTMTLY? 

Every  business  man  to-day  seeks  to  keep  abreeist  of  the 
times  and  wants  to  MOW  the  latest  and  best  methods  devised 
to  promote  efficiency  and  save  work. 

To  meet  the  widespread  interest  in  more  efficient 
office  methods  we  have  issued  an  interesting  booklet  cover- 
ing the  field  of  VERTICAL  FILING,  of  which  we  have  made  a 
specialty  for  many  years,  and  we  shall  be  pleased  to  send 
you  a  copy,  upon  return  of  the  postal  enclosed,  without  any 
obligation  whatever  on  your  part. 

IT  PAYS  TO  INVBSTICAT3. 

Tours  truly. 


§2«  [237] 


DISTRIBUTERS  TO  THE  TRADE 


Sm  ALL-0RAin  Dtsttlling  Co. 

INCORPORATED 

OLD    WHISKEYS     EXCLUSIVELY 

LOUISVILLE,  KY. 


aCT  IN  COMSTOCK,   LIQMT  COPPERPLATt  GOTHIC  AND 
LIGHT  COPPERPLATE  GOTHIC  EXTENDED 
AMERICAN  TVPE  FOUNDERS  COMPANV 


Dear  Sir:- 

As  harmless  as  a  custard  pie  -  as  potent  a^  the  sum- 
aei  sun  -  with  an  aroma  that  would  smooth  the  wrinkled 
brow  of  an  Egyptian  mummy  -  that's  ••••••  fourteen 

years  old. 

What  would  you  not  give  for  an  opportunity  to  get  on 
speaking  terms  with  a  Nectar  that  grows  two  smiles  where 
there  was  only  a  grouch  before.   Better  as  a  medicine  or 
a  wrinkle  chaser  than   the  pills  of  any  M.D. 

We  are  offering  this  perfect  Kentucky  lubricant  to 
the  elect  few  Yfho  differentiate  whiskies  solely  on  the 
basis  of  merit.   The  return  of  enclosed  postal  will  be  con- 
strued as  your  order. 

Respectfully  yours. 


[238]  §27 


JlinilllirilllllimimillllllllllTTtrTTTTTTTTTTffTTITTTTTinTTTT' 


special 
Offices  in 
Leading 
Cities 

Everywhere 


lllllfllUllIIlII  IIIIIIIIIIIIIZZXXX^ 


jmmzjmnuurtmimixxtiiirixxiniiimtiiTixxixiixxiimir: 


gatoman  anb  €rte  iWanuf  acturing  Co* 

Makers  of  Filing  Cabinets  and  Supplies  of  First  Quality 


Rochester,  N.  Y. 


SET  IH  CLOISTER  SLACK.   HECUT  CASLON,   MECUT  CASLON  ITALIC 
VEHSATILC   OMNAMCNT        linear   SORDCR   no.    2        SIX-POINT   ■OROER 
rOOLE   PfUNTINO   CO.,   eOSTON,    MASS. 


Dear  lladam:  - 

We  recently  received  a  very  interesting  letter  from 
a  lady  in  Uortliem  Ohio  expressing  her  frank  opinion  about 
our  Card  Index  Recipe  Outfit. 

Note  what  she  says: 

"I  received  the  recipe  outfit  all  right  and  I  like  it 
so  much.   It  is  such  a  great  convenience  to  select  the 
recipe  I  want  and  hang  it  up  before  me  vihile  I  am  engaged 
in  preparing  the  dish.   Really,  it  is  so  handy  and  unique 
that  I  often  wonder  how  I  ever  got  along  without  it. 

"Be  sure  and  let  me  know  when  you  issue  your  supple- 
nental  sets  of  recipes.   I  want  every  one." 

This  lady  is  only  one  of  hundreds  who  are  being  daily 
benefited  by  using  one  of  our  clever  outfits. 

The  fundamental  idea  back  of  these  outfits  is  right; 

each  separate  piece  of  recipe  information  is  on  a  separate 

Index  card,  so  tliat  it  can  be  handled  and  filed  distinct 
from  all  other  recipes. 

More  than  anything  else,  these  outfits  are  BUSINESS- 
LIKE -  just  as  the  enclosed  folder  explains. 

Mrs.  Kirk's  long  experience  in  studying  and  teaching 
Domestic  Science  qua-lifies  her  pre-eminently  to  prepare  these 
recipes. 

So  that  in  providing  these  splendid  recipes  in  such 
ttisteful  and  handy  shape,  we  feel  that  we  have  rendered  a 
distinct  sei-vice  to  the  housewives  of  the  country. 

Which  one  of  the  outfits  do  you  prefer?  Your  order 
will  have  our  careful  and  iomodiate  attention. 

lours   truly. 


§28 


[239] 


1 1 

DIRECTORS 

PHILIP  H.  YAWMAN 
PitiUlenl 

FREDERICK  WAGNER 
Vice  Pretldcnt 

CARL  F.  LOMB 
Vice  PreftldenI 

FRANCIS  J   YAWMAN 
Secretary 

GUSTAV  ERBE 
Trexs.  and  Gen.  Mgr. 

CHARLES  SLEMIN 
Sales  Manajjcr 

MORITZ  WIESNER 
Superintendent 

FREDERICK  G    ERBE 
Ass'l  Supt. 

Yawman  and  Erhe 
Manufacturing  Co. 

First  Quality  Filing  Cabinets  and  Supplies 

SPECIAL  AGENCIES  LOCATED  IN  THE  LEADING  CITIES  EVERYWHERE 

FILING  EQUIPMENT 

STORES 

NEW  YORK 

CHICAGO 

WASHINGTON 

PHILADELPHIA 

BOSTON 

PITTSBURG 

SAN  FRANCISCO 

ST    LOUIS 

CLEVELAND 

LOS  ANGELES 

CANADA 
TORONTO 
MONTREAL 

OTTAWA 
WINNIPEG 
VANCOUVER 

"BSSHSSRSiHSSRRI!' 



Cable  Addre&s"  Shannon.  Rochester  ' 
Western  Union  Code 


CT   IN    MCHaCRS   OF   THE   CLEARFACC    FAM 
HERICAN  TYRE  FOUNOEnS  COMPANT 


Rochester,  N.  Y. 


Dear  Sir:- 

Yes,  this  is  a  foiiTn  letter,  but  it  is  decidedly  worth 
the  thirty  seconds  it  will  taJce  you  to  read  it! 

In  going  through  the  advertising  section  of  November 
******  I  noted  and  read  your  ad  carefully. 

I  am  always  interested  in  reading  what  our  neighbors  in 
the  magazines  have  to  say,  just  as  I  would  be  interested  In 
our  neighbors  were  we  all  to  move  into  a  big  office  building. 

Our  advertisement  in  November  •••♦•♦  featured  a 
new  System  of  filing  that  will  prove  of  vital  Interest  to 
every  business  man  the  country  over.  I  am  taJting  the  liberty 
of  enclosing  herewith  a  folder  which  describes  that  System 
in  detail.   If  the  filing  department  in  your  office  is  not 
under  your  jurisdiction,  will  you  kindly  hand  this  letter 
and  circular  to  the  proper  person?  He,  or  she,  will  see  at 
a  glance  that  this  ••**•♦  System  is  a  great  saver  of 
time  and  money. 

I  am  enclosing  return  card,  so  that  anybody  in  your 
organization  who  may  be  interested  in  this  new  System,  which 
we  are  going  to  hammer  hard  in  the  magazines  from  now  on, 
may  secure  advance  information  right  away. 

Yours  very  truly. 


[2401 


§28 


The  Barrett  Furniture  Company 

OFFICE  FURNITURE  and  FILING  CABINETS 

1029-1081  WOODWARD  AVENUE 

DETROIT,  MICH. 


BET  8Y  THE 

POOLE  PRINTING  COMPANY 

BOSTON,  MASS. 


Dear  Sir:- 

Caji  you  put  your  finger  on  Just  the  record  you  want 
instantly? 

Is  your  filing  system  really  a  time  saver?  Does  it 
respond  quickly  and  accurately,  or  do  you  have  to  stop  and 
think,  and  then  look  in  several  places  before  you  find  what 
you  want? 

A  filing  system  is  either  a  money  saver  or  a  money 
loser.   It  either  decreases  operating  erpenses  and  increases 
the  efficiency  of  the  office  force,  or  it  is  a  drag  on  your 
business.   It  all  depends  on  whether  it  really  gives  you 
classified  information,  or  is  a  hiding  place  for  records. 

The  filing  system  is  a  vital  factor  in  every  business 
and  plays  an  important  part  in  influencing  every  decision 
euid  facilitating  every  transaction — but  the  system  must  fit 
the  business. 

Experience  in  hundreds  of  different  lines  of  business 
and  familiarity  with  the  best  modem  filing  practice  enable 
us  to  offer  suggestions  of  value  to  you. 

We  have  filing  equipments  for  every  business  and  the 
widest  variety  of  arrangement  to  suit  every  need.   Write  us 
your  filing  problems  euid  we  will  help  you. 

Yours  very  truly, 


§29  [241] 


The  Barrett  Furniture  Company 

OFFICE  FURNITURE  AND  FILING  CABINETS 
DETROIT,    MICHIGAN. 


SET   IN   AUTHORS  ROMAN  WIDE   SERIES 
BARNHART  BROTHERS  \  SPINDLER, 
TYPE  FOUNDERS. 


Dear  Slr:- 

Does  your  filing  system  erer  go  on  a  strike? 

Does  it  ever  refuse  to  give  up  instantly  the  informa- 
tion that  you  know  it  holds? 

Unless  your  filing  devices  minimize  the  moves  necessary 
in  transacting  and  recording  business  they  make  you  a  victim 
•Bid  not  a  master  of  details. 

Your  valuable  papers  and  records  must  not  only  be  safe, 
bot  must  be  instantly  available  in  order  to  facilitate  and 
aiocelerate  the  despatch  of  business. 

Our  cabinets  are  built  for  usefulness  and  you  can  select 
and  arrange  a  cabinet  to  suit  your  exact  requirements,  and 
not  have  to  adjust  your  requirements  to  suit  the  cabinet. 

The  enclosed  card  filled  out  and  mailed  to  us  will  bring 
information  helpful  to  you. 

Tours  very  truly, 


(2421  §29 


MANUFACTURERS  PAPER  COMPANY 


^^w? 


^ 


^m 


MAKERS       OF       THE       CELEBRATED 

KRAFT  GUM  STAY 


g^^5] 


y 


[L 


FACTORY   SITUATED   AT  CAMBRIDGE,  MASSACHUSETTS 


SET   IN    MCMBCflS   OF   IMC   aOOONt   MMtLt        (TALIAN   OWMAMENTS        CM*»-800K  QU100NS 
AMtKICAN    TYPE   fOUNOrRS   COMf>ANY 


1 


f 


Gentlemen: - 

We  are  manufacturers  of  9<^  Imported  Kraft  Stay  similar 
to  the  enclosed  sample.   Our  paper  is  made  from  Sulphite 
Pul£  and   coated  with  glue  especially  axiapted  for  stajr  pur- 
poses.  We  guarantee  the  paper  to  give  satisfaction. 

Our  price  in  500  lb.  case  lots  is  7  1/4  cents  per  lb, 
f.o.b.  your  oity. 

We  would  be  pleased  to  receive  your  order  for  a  sample 


case. 


Awaiting  your  reply,   we  are, 

Yours  very  truly. 


ISO 


(243) 


1  I    I  F    ;/  I    W    1  I  "h    ;        V,    1    1 ,1  I    V      \     1  .  'i  ! 


MANUFACTURERS  PAPER  CO. 


Factory  at 

CAMBRIDGE,  MASS. 


SJ 


^L^ 


Makers  of 

'KRAFT  GUM  STAY" 


SCT   IN    CLEAfirAcC   QOTKlC 

INLANO   BORDER   NO.   6000I7        CHAP-BOOK  QUIDONS 

AHCRICAN   TYPE   FOUNDERS   COMPANY 


Dated  at 


[ 


] 


Dear  Sir:- 

Old  General  Brag  can't  go  very  far  as  a  salesmeua  unless 
he  is  backed  up  by  the  goods. 

And  it  is  better  to  let  customers  do  the  bragging. 
Many  shrewd  buyers  who  use  ******  Kraft  SJ;ay  are  brag- 
ging about  the  superior  quality  of  their  boxes. 

We  are  so  sure  of  its  excellence  and  superiority  that 
we  will  allow  you  to  test  it  fully  at  our  expense.   This  is 
how  we  will  do  it: 

Pill  out  and  mail  the  enclosed  detachable  post  card, 
and  we  will  ship  you  a  fifty-pound  saaple  order  at  the  regu- 
lar cash  price  of  n\i   f.o.b.  your  city.   You  give  it  a  thor- 
ough test,  and  if  you  do  not  find  it  the  best  value  you  ever 
had  there  will  be  no  charges. 

That's  the  way  we  back  up  our  ♦•»♦♦*  Kraf t _Rtay, 
and  that's  the  evidence  of  our  certainty  that  ilTwill  make 
good. 

You  do  not  get  any  fairer  or  squarer  propositions  than 
that. 

We  do  not  expect  to  wait  long  to  receive  your  trial 
order,  under  the  above  conditions,  and  we  are  certain  that 
after  you  have  given  it  a  trial  you  will  not  wait  long  to 
repeat  the  order,  with  the  intention  of  using  •♦•••• 
Kraft  Sta^.  permanently. 

Yours  very  truly. 


[244] 


§30 


THE  MAKERS  OF  "KRAFT  GUM  STAY 


SUPERIOR  QUALITY  •  MEDIUM  PRICE 


i^anufafturerg  3^aper  Company 


FACTORY  AT 


Cambridge,  Mass. 


9CT   tN    CLOISTCR   BLACK,    NEW   CASLON    AND   NCW   CASLON    ITALIC 
LINCAU   tOllbeN   no.    3        HENAISSANCC   OHNAMCNr 
AMEMICAN   TYPE   FOUNOCRS   COMPANV 


Dear  Sir:- 

We  are  manufacturing  what  we  consider  an  excellent  seal- 
ing tape,  in  both  Kraft  and  Manilla  papers,  all  widths  smd 
weights,  and  supplying  them  to  the  paper  jobbers  throughout 
the  coiintry  at  a  price  which  enables  them  to  make  some  money. 

If  you  have  any  trade  on  these  goods  suid  would  be  in- 
terested in  samples  and  prices,  we  will  gladly  forward  them 
to  you. 

Kindly  advise  us  what  widths  you  are  interested  in,  and 
what  quantities  you  buy  of  the  same. 

Respectfully  yours. 


§30 


[245] 


STEIN-BLUCH  SMART  CLOTHES  THB  SMARTEST  READY-TO-WEAR  CLOTHES 

THE  STEIN-BLOCH  COMPANY 


Rochester,  N.  Y. 


SCT  IN  MCMSCMS  OF  THI  LITHO  FAMILV      ITALIAN   BANO 
rOOLK  PNINTINS  CO.,   BOSTON,  MASS. 


Dear  Sir:- 

Look  very  carefully  at  the  sheets  and  cards.   They  have 
been  arrajiged  to  take  the  place  of  the  old  clothing  "book- 
let."  You  will  find  two  distinct  styles  of  circulars — one, 
the  illustiated  letter  heads,  the  other  the  illustrated  post 
cards . 

If  you  wajit  us  to  send  out  for  you  this  spring  the 
LETTER  HEADS,  select  the  forms  you  wish  and  fill  out  the 
enclosed  card.  We  shall  send  out  to  your  mailing  list  the 
forms  you  specify,  on  the  date  you  specify,  IN  ROTATION. 
This  means  that  you  can  reach  each  name  on  your  rcailirg  list 
as  many  times  this  spring  as  you  choose.   WE  SHALL  FUTvNISH 
THESE  FORM  LETTERS  ¥BSK,    ATTEND  TO  ALL  THE  DETAILS  HERE 
WITHOUT  CHARGE.   All  you  are  called  upon  to  do  is  to  furnish 
postage  at  the  rate  of  2  cents  per  envelope.   FIRST  CLASS 
KAIL  MATTER  IS  ALWAYS  OPENED.   One-cent  envelopes  go  into 
the  waste  basket. 

If  you  prefer  the  POST  CARDS,  fill  out  the  card,  fix 
your  mailing  dates,  and  we  will  teike  care  of  the  work  here, 
you  paying  postage  at  the  rate  of  1  cent  per  card. 

CORRECT  YOUR  MAILING  LIST  TO  DATE.   Dead-wood  lists 
are  money  losers  for  you  and  for  us.   Unclaimed  letters  are 
dismal  losses.   ALSO  PLEASE  ESTIMATE  YOUR  MAILING  LIST 
BEFORE  FORWARDING. 

This  circularizing  idea  is  a  new  one,  and  will  be 
jumped  at.   Nobody  who  has  seen  It  so  far  has  failed  to  see 
the  novel  appeal  it  makes  to  any  man  who  Is  wondering  about 
his  spring  clothes  and  where  to  get  them.   SEND  IK  YODR 
RESERVATION  AND  YOUR  MAILING  LIST  AS  SOON  AS  YOU  CAN.   The 
orders  are  filling  up  fast. 

Yours  tntly. 


[246]  §31 


l^ije  ^teiniPlotf)  Company 

Mfjolegale  tZCatlorsc 

®ur  Uabrl  idarfas  tfje  Smartest 
Ktabp-tO'ZSIear  Clotljcs 


SCT   IN   CLOISTER   BLACK        ART   BORDER 
POOLC  PRINTINO  CO.,   BOSTON,   MASS. 


Dear  Sir:- 

Tbls  is  the  Standard  sack  suit  for  this  season, 
jjjg  •  •  »  •  •  *  Standard. 

Particularly  got  up  for  the  all  'round  busy  man  who 
has  to  look  well  all  the  time,  and  a  good  many  times  hasn't 
the  time  to  pass  with  the  made-to-order  tailor  and  his  try- 
ons.   The  matter  of  price  is  a  telling  one,  too. 

The  style  this  season  demands  snugness  in  the  suits. 
We  obtain  this,  but  KEEP  THE  CLOTHES  COMFORTABLE.   The 
shoulders  are  narrow  tread,  but  they  fit.   You  look  active, 
energetic  and  trim  in  a  suit  like  the  Standard. 

Our  fabrics  are  guaranteed  tested  all  wool  and  are 
innumerable  in  texture,  shade  and  pattern.   Grays,  blues, 
browns,  half-shades  and  mixtures  of  all  kinds  are  equally 
right,  and  serges  and  worsteds  are  racing  neck-and-neck 
with  tweeds  and  homespuns  in  popular  favor. 

Try  on  this  •••♦••  suit  at  your  clothiers.   This 
is  the  address,  and  you  will  get  every  attention.   Take 
this  letter  with  you. 

(Space  for  your  store  name  and  address.) 

Go  to-day.   Perhaps  you  will  like  some  other  one  of  our 
models  better  than  this  Standard.   They  all  carry  our  label, 
like  the  one  at  the  top  of  this  letter.   IT  GUARASTKES  YOU 
THE  BEST,  AHD  ALSO  PERFECT  SATISFACTION. 

Toars   tralj« 


§31  1247] 


THE  STEIN^BLOCH  CO. 

WHOLESALE  TAILORS 


Siein-Bloch  Smart  Clothes 


ROCHESTER,  NEW  YORK 


ICT   IN   OCLLA   KOBSIA        MONOTONE   BOftOCM 
POOLS   ritlNTINO   CO.,   BOSTON,    MASS. 


Dear  Sir:- 

This  is  a******  simmer  style  that  we  call  the 
Park. 

The  shoulders  are  narrow  tread,  the  coat  is  snug,  and 
the  lapels  are  long  and  roll  with  a  good  deal  of  grace  and 
style.   We  have  a  smaller  coat — snugger,  we  mean — "but  none 
better  adapted  to  the  service  of  the  professional  or  business 
mein  than  this  Park  sack. 

Comfort  is  particularly  a  feature  of  the  Park.   It  looks 
stylish  in  its  snugness,  but  it  PITS  lightly,  as  simmer 
clothes  should.  The  fabrics  are  all  wool  S}iaranteed__and 
tested,  and  are  light,  airy  and  so  numerous  in  pattern  and 
shade  that  any  taste  can  be  gratified.   The  saving  in  price 
is  an  important  feature,  too. 

Go  to  your  clothier's  and  have  a  try-on.  You  caji  find 
there  many  other  ••*♦*•  models  for  this  season.  All  of 
them  carry  our  label,  like  the  one  at  the  top  of  this  letter. 
This  GUARANTEES  YOU  THE  BEST,  ASD   ALSO  PERPECT  SATISPACTION. 

The  store  address  is 

(Space  for  your  store  name  and  address) 
Try  on  to-day.   Take_this_letter_with_jou. 

Yours  very  truly, 


[248] 


§31 


IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIUIIIIIIIIIIIIIIIIIIIH  'I 

STEIN-BLOCH     SMART    CLOTHES  OUR    LABEL    MARKS    THE    SMARTEST    R EADV-TO- W EA R    CLOTHES 

%fft  ^ttin-JBloc!)  Company 

LEADING   WHOLESALE   TAILORS 


SCI    IM   C*9t.ON   TCXT   AND   BLAIR        LINEAR   OOROEn   NO.   2 
rOOLC   PdlNTINO   CO..    BOSTON,    MASS. 


iaoclje^ter,  i^.  g. 


Dear  Slr:- 

Thla  Is  a  young  man's  suit.   Ken  who  feel  young  oeui 
wear  it,  too,  but  the  YOUilG  kAN  is  its  natural  owner. 

We  call  it  the  •  •  •  •  ♦  •  Seneca. 

There  are  three  or  four  other  young  men's  styles  that 
we  Bake,  and  this  one  is  a  fine  sari.ple  of  our  energies  In 
the  direction  of  satisfying  the  Y0UN3  MEN  in  their  clothes 
•■bltions. 

This  suit  is  not  decorated  like  a  uniform.   It  is  not, 
however,  a  grandfather's  suit.  But  it  is  planned  for  the 
clean-cut,  self-respecting,  hustling  your.g  fellows  who  are 
going  to  make  to-morrow  in  this  country.   The  saving  in 
price  will  interest  you,  too. 

Try  on  one  of  our  suits  at  the  clothier's.  There  are 
■ereral  other  good  styles,  as  we  have  said.  The  store  ad- 
dress is: 

(Space  for  your  store  name  and  address) 

The  important  fact  ahout  these  clothes  is  that  they 
are  •♦•••♦.  All  of  them  carry  our  label,  like  the  one 
at  the  top  of  this  letter.   It  GUARAMTKSS  YOU  THE  BEST,  AND 
ALSO  PERTECT  SATISJACTIOH. 

Try  on  to-day,  and  take  this  letter  with  you. 

Tours  truly, 


§31  [249] 


y  I  I 


I"  ( { in  e^TEIK-BLOCH  CO. 

'vvhoi^sai^e:  tailors 


M9LAJKT  CX-OTVUBS 


Sn   IM   ENOKAVCilS   SHAOCD        LINCAR   BOROCR   NO.    2 
POOie   PRINTIHO   CO.,    BOSTON,    MASS. 


ROCUKSTKR,  TV.  Y. 


Dear  Sir:- 


This  is  an  extra  light 


•  suit  for  hot  weather 


wear. 


It  consists  only  of  ooat  and  trousers,  and  the  coat 
is  scarcely  lined  at  all.   The  trousers  are  looped  for  best 
wear.   You  hardly  feel  the  suit,  so  cool  and  airy  is  the 
fahrio. 

The  tailoring  is  just  as  carefully  done,  however,  as 
in  our  three  piece  suits,  and  the  suit  will  fit  you  with 
much  style  and  good  looks.   You  can  wear  It  anywhere.  Por 
business,  for  leisure,  vacation,  or  sport,  it  is  a  friendly 
and  companionable  suit.   You  will  learn  to  like  it.  Just 
as  you  like  a  good  friend.  One  reason  for  this  is  its  com- 
fort.  The  price  will  Influence  you,  too. 

You  can  be  fitted  in  this  suit,  no  matter  what  your 
girth  may  be.   Ask  to  have  it  tried  on  by  our  dealer.   Take 
this  letter  with  you  to  show  him.   The  store  address  is  as 
follows: 

(This  space  for  your  store  address.) 

Go  to-day. 

Tours  very  truly, 

P.S.   This  two  piece  cool  suit  comes  in  a  variety  of  fabrics 
and  shades,  from  blue  serge  to  homespun.   All  of  them  bear 
our  label,  like  the  one  at  the  head  of  this  letter.   This 
LABEL  GUARANTEES  YOU  THE  BEST  AND  ALSO  PEKreCT  SATISFACTIOH. 


[250] 


§31 


STEIN-BLOCH  SMART  CLOTHES 


THE   SMARTEST  READYTOWEAR  CLOTHES 


Due/  §teiii/- Jjiacn/  Lainjianii/ 


Cl/fuu«Aalc/  Uaiu3^L6/ 


SIT  IN  TYPO  SNAOCO  AND  LIQMT  COPPERPIATC  GOTHIC 
roOLC  PRINTINQ  CO.,  BOSTON,   MASS. 


uvacnciict'f  «JC,  ". 


summer  sack  suit  is  called 


Dear  Sir:- 

Thls  style  of  *  *  *  •  " 
the  Saxon. 

It  is  frankly  rather  an  extreme  style,  and  is  small 
and  slender,  and  narrow  tread  in  the  shoulders.   If  we  were 
not  thoroughly  American,  we  should  call  this  suit  somewhat 
English.  But  it  is  STYLISH,  and  you  will  see  scores  of  these 
salts  worn  by  the  style  dictators  in  erery  notable  city. 

This  may  be  exactly  the  suit  for  you.   We  hope  it  is 
6Hid  we  think  you  will  be  making  no  mistake  in  trying  it  on. 
The  price  will  Interest  you.   Go  to  our  agent  in  your  town 
and  get  a  try-on  TO-DAY.   You  can  find  half  a  dozen  other 
••♦•**  models  to  choose  from.   Take  this  letter  with 
you.   The  address  is: 

(Space  for  your  store  imprint.) 

The  main  thing  about  this  suit  is  that  it  is  a  *  •  •  •. 
All  clothes  made  by  us  carry  the  label  like  the  one  at  the 
head  of  this  letter.   IT  GUARANTEES  YOU  THE  BEST,  AFD  ALSO 
PKKPECT  SATISFACTION. 

Yours   truly. 


§31 


[2511 


BNANCH  HOU8KS 

NEW   YORK  NKW  ORLEANS 

PORTLAND.   ORE.  SEATTLE.   WASH. 

SAN    FRANCISCO.  CAL. 


ESTABLISHED   IB32 


BRANCH   HOUSES: 
LONDON.   ENO. 
MONTREAL.  P.  a  ST.  JOHN.  N. 

VANCOUVER.  ■.  C. 


SIMONDS  MANUFACTURING  CO. 

The  Simonds  Saw 

UNEQUALLED  IN  QUALITY   AND  UNirORMITV 

SAWS  KNIVES  FILES  STEEL 

WORKS  AT  FITCHBURG.  MASS..  AND  CHICAGO.  ILL. 


FITCHBURG,  MASS. 


SET  IN  MEMBERS  OF  THE  COPPERPLATE  GOTHIC  FAMILY 
AMERICAN  TVPC  FOUNDERS  COMPANY 


Da«r  Slr:- 

Srerythlng  is  autual  In  this  business.   Ws  sake  good 
Saws.  We  expect  good  Dealers.   We  spend  money  to  create  a 
■•jrket.  We  expect  oo-operation  froa  Dealers.   Let  us  hear 
your  side  of  the  case.   If  selling  ♦♦•••♦  Hand  Saws 
will  not  be  of  more  profit  to  you  than  it  will  to  us,  do 
not  tcraoh  them;  but  how  are  you  going  to  know  unless  by 
•etual  experience? 

Why  not  get  things  started  at  once?  We  will  get  after 
the  Carpenters  while  you  get  the  goods  in  stock  ready  to 
senre  then.   This  means  only  a  small  outlay  emd  the  percent 
of  profit  will  be  worth  every  bit  of  the  effort.   Every 
•♦•*•*  Saw  we  fully  guarantee.   What  shall  we  ship  you? 

Tours  very  truly. 


[2521 


§32 


Branch  Houses:  Branch  Houses: 

NEW   YORK  NEW  ORLEANS  LONDON.    ENG. 

PORTLAND.   ORE  SEATTLE,    WASH.  ESTABLISHED    1832  MONTREAL.  P.  Q.        ST.  JOHN.  N. 

SAN   FRANCISCO.  CAL.  VANCOUVER.   B.  C, 

^xmBnhs  Mannfattntxn^  C0. 

THE  SIMONDS  SAW 

UNEQUALLED   IN   QUALITY   AND   UNIFORMITY 

SAWS  KNIVES  FILES  STEEL 

WORKS  AT  FITCHBURG.  MASS..  AND  CHICAGO.  ILL. 

iFitcl^bitrg,  Mass, 

SET   IN   LIGHT  COPPCHPLATE  GOTHIC  AND  eNQRAVEHa  OLD  ENQLlSH  BOLD 
AMCRICAN  TYPE  FOUNDERS  COMPANY 


Dear  Sir:- 

We  are  supplying  sone  of  the  largest  printers  in  the 
United  States,  principally  in  Chicago  and  Nev  Tork  City, 
with  *  *  •  •  •  •  Paper  Cutting  Knives.   Are  you  buying 
through  manufacturers  of  the  cutters,  or  direct  from  loiife 
■umf  ac  tu  r  e  rs  ? 

We  Judge  that  a  firm  of  your  size  would  need  excep- 
tionally good  knives,  and  would  be  buying  every  once  in  a 
while.   If  this  letter  should  find  you  in  need  of  anything 
at  this  time,  will  you  give  us  the  opportunity  to  figure 
with  you  on  •  •  •  *  *  *  Knives? 

Yours  very  truly, 


§32  (2531 


=  ir==ii 1 

Cable  Address -EcllP8e"Chle««o                  ^ftfcSilPHIS*^^^  fteencles  In  All  Lar«e  Clflesin 

Telephone  Connection  '    ' U.  S.and  In  London.  En*. 

Ff^lRBANKS.  MORSE  &  COMPANY 

(Incorporated) 

We  Manufacture  All  Kinds  of  Manufacturers  and  Distributers  of  the  Celebrated  and  Universally  Used 

Electrical  Machinery  *■•■_  I        ^   f*  J  J**  I 

Gas.  Gasoline  and  Oil  Engines      Fairbanks  Standard  Scal6S 


jl    steam  Eneines.  Boilers.  Dynamos  and  Motors.  Elevator  and  Minine  Machinery.  Railroad  Supplies     fj 

lli=ini —  ir^i  =ir==i[= ir==^-irTW»np^==i[  ir^=ii  ==i[=ir  ini=il| 


5CT   IN   HOBO        ACME   flOffOCH 

rOOkC  miNTIHO  CO.,   BOSTON,    MASS. 


234-238  E.  3d  Street 

St.  Paul.  Minn. 


Dear  Sir:- 

MAKE  MACHINBRY  DO  YOUR  WORK. 

Isn't  it  a  pleasure  to  look  over  a  fann  where  praoti- 
cally  all  the  work  is  doae  by  labor-saving  outfits?  Here's 
where  farm  life  oeases  to  be  a  drudge.   Proper  ways  of  till- 
ing the  soil  make  good  crops  and  the  value  of  the  land  is 
increased  accordingly. 

It  is  easy  to  picture  in  your  mind  the  difference  in 
pumping  enough  water  by  hand  for  tweaty-five  head  of  stock 
or  hitching  ona******  Gasoline  Engine  to  do  it  while 
you  plan  the  best  way  to  make  a  larger  profit  from  your  cows. 

The  maul  who  runs  his  cream  separator  by  hand,  looks 
forward  to  the  task  as  a  daily  burden,   a  •  •  ♦  ♦  •  •  Engine 
will  do  the  job  while  you  eat  your  morning  or  evening  meaLL. 

Watch  for  the  book  which  goes  forward  to-day  under 
another  cover.   You  will  find  it  full  of  facts  that  are  of 
interest  to  every  practical  farmer. 

The  estimates  we  are  ready  to  make  will  surprise  you. 
As  many  questions  as  you  wish,  it  will  be  a  pleasure  for  us 
to  answer. 

Yours  truly, 

[254]  §33 


Saint  Paul 


Srr   IN   CHILTCNHAM   OLOSTYLC   CONDENSED  t 

STYLUS   aOROER 

AMCRICAM   TvrC   rOUNOCRS   COMPANY 


)   CHELTENHAM   (TALIC 


Dear  Sir:- 

You  naturally  like  what  pleases  you.   Every  piece  of 
machinery  on  your  fann  that  gives  gcod  satisfaction  adds 
Just  that  much  pleasure  to  the  work.   *»♦*«♦  fcrigines 
are  a  close  approach  to  huffianity.   They  step  in  as  it  were 
and  lighten  the  load  of  lator;  hard  Jots  are  aade  easy  and 
profitable. 

Where  once  the  task  of  turning  the  cream  separator  v&s 
a  hig  burden  in  the  early  morning  and  near  the  end  of  the 
day's  toil,  a  *****  *  Gasoline  or  Oil  Engine  now  makes 
the  work  like  play. 

A  few  years  ago  farms  without  running  water  were  not  in 
demand,  usually  for  the  reason  that  the  task  of  pujiipiiig  by 
hand  for  live  stock  took  so  much  time,  to  say  nothing  of 
wasted  energy.   /^  ♦  •  •  *  •  *  Eclipse  Pumper  will  fill  an 
eighteen  barrel  tank  at  a  cost  of  a  cent  and  a  half  for 
gasoline.   Just  think  of  it! 

Where  it  once  took  several  days  sjid  perhaps  weeks  dur- 
ing the  winter  and  spring  to  get  up  a  year's  supply  of  wood, 
it  is  now  the  work  of  a  few  hours  with  a  •  •  *  *  •  *  Wood- 
Sawing  Outfit. 

Taking  the  grist  to  the  mill  for  most  farmers  means  a 
whole  day  as  good  as  wasted.   Oftentimes  a  late  start  calls 
for  an  extra  trip  the  day  following,  especially  if  business 
is  brisk  at  the  mill.   This  usually  happens  at  times  whon 
a  day  can  least  be  spared.   The  fanaer  with  a****** 
Grinding  Outfit  grinds  feed  on  rainy  days  or  at  slack  times 
when  there  is  no  regular  work  to  do. 

In  the  manufacture  of  *  *  *  *  *  *  Engines,  quality  and 
efficiency  are  always  foremost  in  mind,  the  builders  being 
ever  mindful  of  tho  work  each  engine  is  to  do.   Great  care 
is  taken  to  make  every  outfit  perfect. 

You  will  be  interested  in  a  proposition  we  are  maJcing 
on  farm  engines  now.   Let  us  know  your  needs  and  we  will  be 
glad  to  write  you  fully  and   serve  you  according  to  your 
wishes. 

Yours  truly, 


§33 


(2551 


Form  2289  F. 


NIGHT  LETTER 

THE  WESTERN  UNION  TELEGRAPH  COMPANY 

INCORPORATCO 

25,000  OFFICES  IN  AMERICA                 CABLE  SERVICE  TO  ALL  THE  WORLD 
ROBIRT  a  CLOWRY,  PResiOCNT BELVIDERE  BROOKS,  OtNCWL  MAWAOtR 


RECEIVER'S  No. 


TIME  FILED 


CHECK 


Send   the  following  NIGHT   LETTER  subject 
the  terms  on  back  hereof  which  are  hereby  agreed  to 


,-i 


ir  Sir:- 

6P0T  COTTON  FIFTEEN  AND  A  HALF  CEMTS  TO-DAY.   TEH  CSreS 
IS  BASIS  OF  OUR  PRICES  FOR  FALL  HItfETBEN  BLBVEV  OH  "UERODB" 
AK)  "HARVARD  UILLS"  HAHD-FINISEED  UNDBRWEAR  WITH  HO  CHAHCI 
DT  QUALITIES,  FINISH  OR  FABRIC. 

UILLS  OUTPUT  LAST  SEASON  LARGER  THAH  BVBR  BUT  IKFOSSI- 
BXS  TO  M.iiP  AEiLAD   OF  DBUAHD.   YOUR  URGENT  CO-OFERATIOH 
HSCESSAKY  TO  IISSURS  PROUFT  DBLIVKRIES. 

WIRE  AT  OUR  EXPENSE  YOUH  SHTIRB  WANTS.   GIVB  DETAILS 
TO  SAUioUAJii  NOW  ON  ROAD. 

Youra  truly, 


Dr.  to  The  Western  Union  Telegraph  Go. 

For  Message  to by _ „dated 191 

No.  of  Words Rate Amount  $ 

(Sgd.) -.- 


SENDER 

[256]  §34 


MORTON  IRON  6?  STEEL  CO, 

"Malleable  Iron  Castings,  Chain  Hoists 

Plain  and  Galvanized  Bars,  Hoops,  Bands,  Angles.  Sheets. 

Plates,  Channels,  Tees,  Wire,  Nails,  Pipe.  Cold  Rolled  Steel 

Rounds.  Chains,  Rivets,  Squares,  Flats,  and  Special 

Shapes.    Special  Terms  on  Large  Orders 


Phone : 
Ludlow  524-A 


SET  IN  POWELL  SERIES 

CUT  NO.  8288     8  POINT  BORDER  NO.  6007 

MADE  BY  KEYSTONE  TYPE  FOUNDRY 


24  Ludlow  Street.  p 

Baltimore  I 


DMir  Sir:- 

Th«  notices  of  your  large  contracting  work  that  I  hare 
seen  in  the  various  trade  papers  lead  me  to  bring  to  your 
attention  the  *•••*•  Diving  Apparatus. 

You  will  find  on  investigation  that  a  large  number  of 
the  principal  contractors,  bridge  builders,  railroads,  etc., 
now  own  their  own  diving  apparatus  and  use  their  own  men  for 
sueh  diving  as  they  have  to  do.   This  saves  the  expense  and 
loss  of  tlae  due  to  securing  regular  diver,  with  the  great 
advantage  of  always  having  their  own  diver  on  the  work. 

It  will  pay  you  to  give  this  matter  your  careful  con- 
sideration, for  any  man  in  good  health  oan  perfona  all  ordi- 
nary diving  operations. 

Our  latest  catalogue  and  prices  will  be  sent  at  once 
•n  receipt  of  request  from  you  on  the  enclosed  card. 

Very  truly  yours, 


§36 


U57) 


EDWARD  FRESCHL.  PRES.  W.  W.  FRESCHL.  VICtPRES.  L.  MEILBRONNER.  SEC.  AND  TlirAS.  M.  A    FRE8CHL.  SUPT. 

MAKER  OF  THE 

^ilUiaukce.His. 


Srr   IN   SHAW   TtDTT  AND   LIOHT  COrUHPLMt  OOTHIC 
AMCmCAN   rvPC   rOUNOERS   COMfAMV 


Dear  Sir:- 

Sorae  business  men  wonder  at  the  other  merchant  they  are 
constantly  hearing  of  as  Just  striking  it  -  in  fact  they 
wonder  why  most  all  of  the  other  merchants  are  getting  more 
business  than  they  are  -  and  always  getting  in  on  the  goods 
that  prove  out  in  the  end  the  most  profitable  to  sell. 

Stop  and  think  a  moment;  some  business  men  go  by  hoar- 
say  -  others  draw  on  their  imagination.   These  two  types  of 
men  are  invariably  losing  out.   There  is  another  class  of 
merchants  -  the  "thrifty  folk"  -  they  always  investigate  for 
themselves  -  thoy  have  to  be  shown  -  they  see  and  seize  onto 
the  right  merchandising  proposition  when  it  is  presented; 
they  are  the  merchants  that  make  the  money  -  they  get  there 
on  a  big  scale;  and  they  are  the  very  merchants  at  whose 
prosperity  the  other  business  men  sit  back  and  wonder. 

The  most  successful  merchants  in  the  United  States  sell 

The  privilege  of  the  advantages  in  selling  ♦••••• 
is  as  much  yours  as  anybody's.   You  have  a  right  to  investi- 
gate our  proposition,  and  to  sell  ♦♦*••*  Hosiery.   But 
don't  read  this  letter  and  then  assume  the  attitude  of  either 
type  of  business  men  we  have  mentioned  that  are  always  los- 
ing out.  Write  for  our  samples  and  proposition  -  go  over 


[258]  §36 


-2- 

ssune  carefully  -  let  your  own  mental  forces  -  your  own  good 
sound  business  judgment  work  out  the  result. 

We  are  not  trying  to  blindfcld  you  into  the  belief  that 
••••••  is  the  whole  thing.   We  want  you  to  see  ♦  ♦  •  ♦ 

samples  with  your  own  eyes  -  get  our  proposition  -  be  your 
own  judge;  then  you  will  appreciate  the  sincerity  of  our 
every  statement  regarding  ♦•*•**_  you  will  see  wherein 
lies  ******  advantage  over  imitation  guaranteed  hose  - 
and  you'll  realize  too,  that  *♦♦•♦*  meajis  more  money 
for  you  in  the  long  run. 

We  so  keenly  appreciate  the  impossibility  of  any  busi- 
ness man  making  a  profitable  decision,  as  to  putting  in  any 
line,  without  first  carefully  investigating  said  line  and 
thoroughly  understanding  the  proposition  relative  to  same, 
that  we  want  to  ask  you  to  kindly  extend  us  the  business 
courtesy  of  making  the  request  for  ♦♦♦♦*♦  samples  and 
our  selling  proposition. 

This  in  no  way  obligates  you  -  just  give  us  the  oppor- 
tunity of  proving  our  claims  -  sjid  you  the  opportunity  of 
determining  how  profitable  ♦•••••  Hosiery  will  be  on 
your  shelves. 

Pill  in  the  card  and  mail  it  out  to-day.   We  thank  you. 

Yours    truly, 


§36  [259] 


^(>c==>0(><==>0(<z>i(>c::::>)(>>c:=s«(><c:z>«tt<cr:>«0<==>0 

I  Holeproof 


M.  A.  FRESCHL.  Superiniendeni 


trr  IN  dclla  noBtiA 

DCLLA   ROIIBIA   nOttOER        DCLLA   lOSatA  OONAMCNT 
AMCatCAN   TTPf   rOUNOEHS   COMPANY 


HOLEPROOF 
SOX 


GUARANTEED 


(><c:>)(<i:=>O0<:r»«o<3>oo<:r=>O()<::r»0(<:r9<»»<3>0^ 

Hosiery  Co.  | 


Milwaukee,  Wis. 


Dear  Sir:- 

Please  send  the  enclosed  night  lettergram  at  our  ex- 
pense.  This  will  bring  you  samples  of  famous  •••••• 

Hosiery. 

And  in  time  so  that  you  can  secure  a  spring  stock.   By 
getting  your  spring  stock  aoit,   which  we  can  ship  prj;':[.tly, 
you  will  take  advantage  of  our  extremely  heavy  advertising 
which  will  make  a  moat  lively  market  for  ♦♦♦•••  popular 
suaimer  colors . 

Bvery  spring,  •»♦••♦  has  caught  the  eye  of  THE  MSH 

by  letting  tham  know  that  the  smart  styles  in  hosiery  were 
•  ••••*.   Those  dealers  who  sold  ♦••*•*  in  etn  assort- 
■ent  of  suiQiner  colors  have  done  a  tremendous  business. 

The  biggest  stores  catering  to  the  most  exacting  trade 
have  found  that  ♦••••♦  summer  colors  take  the  popular 
fancy. 

This  spring  our  summer  color  lines  will  be  bigger  sell- 
ers than  ever. 

We  take  care  of  your  order  promptly  and  will  gladly 
send  you  samples  by  izunediate  express  prepaid  from  which  to 
Bake  your  selection. 

You  can  do  the  summer  color  hosiery  business  this  year 
If  you  have  *••♦♦*_  The  Original. 

Please  send  the  telegram  enclosed  for  quick  action,  and 
note  that  it  is  at  our  expense. 

Yours  very  truly, 

P.S.  We  will  save  for  you  one  outfit  of  window  trimming  ma- 
terial that  will  help  you  double  your  hosiery  sales  and  prof- 
its the  first  season  you  sell  ••*•••. 


1260] 


FRESCHL.   PRcaroeNT 


.  W.  FRESCHL.  Vice-pqeST 


L..  HErLBRONNER.  Stcv.-TRtAS. 


MA.   FRESCHL.  SuPT. 


HOlEPdOOf   HOSIEBY  CO. 

OF  Canada.  Ltd 

Loaooa,  C«>aoa 

Holeproof  hosiery  Co. 

230  TovfB  BuiioiHCS 

LlVttPOOL,  ElCLAlO 


^olcprnnf  ^oishrg  Cn. 


NEW  YORK  Office 

9)6  FiiTM  Ave.  Bloc. 

Chicago  Office 

234  La  Salle  Sticct 

PACIFIC  COAST  Agency 

SI3  Haiact  STlin 

S*i  faAiasco 


Milwaukee,  Wis..  U.S.A. 


BET  IN  BLAm.  CONOEN8EO  BLAIR  AMO  WEOOINQ  TEXT 
AMERICAN  TYPE  FOUNDERS  COMPANY 


Gentlemen: - 

We  have  addressed  to  you  several  comraunicatlons  relative 
to  our  product  and  had  hoped  to  receive  your  stock  order 
before  now. 

We  are  distinctly  disappointed  at  not  having  received  a 
favorable  answer  to  our  letters  particularly  as  •  *  ♦  •  •  • 
is  a  conmodity  which  appeals  directly  to  the  high  class  mer- 
chant.  Moreover,  we  cater  to  those  who  appreciate  the  value 
of  advertising  and  of  advertised  articles,  and  the  tremen- 
dous campaign  which  we  are  carrying  on  should  certainly 
Interest  you. 

Laying  aside  all  question  of  merit,  of  durability,  of 
ooneliness  and  of  good  value  -  all  of  which  points  we  feel 
sure  you  will  readily  accord  to  ♦  •  •  *  •  ♦,  our  hosiery  In 
your  window  or  on  your  shelves  is  In  itself  an  item  of  enor- 
mous advertising  value.   It  has  a  certain  fixed  value  as  an 
•dvertlsing  medium.  Just  as  tangible  as  the  columns  of  your 
newspaper  or  the  billboards  you  have  to  pay  for. 

As  a  firm  of  the  higher  olass  -  one  whose  standing  in- 
dicates a  positive  knowledge  of  advertising  value,  we  ask 
you  whether  you  do  not  owe  it  to  yourselves  to  take  advan- 
tage of  the  advertising  feature  that  ••••••  offers  you. 


In  addition  to  this  when  you  consider  that  •  •  •  * 
is  the  best  selling,  quickest  selling,  easiest  selling 
hosiery  in  existence  -  that  it  is  as  staple  a  line  as  yc 


§36 


(261) 


-2- 

oan  possibly  carry,  and  that  your  ♦♦•♦••  sales  are  made 
at  half  the  store  expenses  connected  with  any  other  of  your 
staple  lines;  don't  you  think  it  worth  while  to  at  least 
give  us  a  chanoe  to  demonstrate  the  truth  of  our  claims? 

1912  will  he  a  great  year  for  •♦♦♦••.   Our  appro- 
priation has  provided  for  a  greater  advertising  csunpaign 
than  the  famous  one  conducted  during  1911.   The  people 
want  ••♦*♦*  now  but  they  will  want  it  more  and  want 
more  of  it  later  in  the  year. 

Why  not  get  in  line  now  so  that  we  can  ship  your  initial 
order  immediately? 

All  arguments  in  favor  of  our  product  have  been  sub- 
mitted and  we  write  you  with  the  idea  that  you  may  have 
overlooked  sending  your  order  and  for  fear  that  you  may 
overlook  it  entirely  without  this  reminder. 

Enclosed  find  order  blank. 

Please  use  it  to  order  your  stock  now  while  the  matter 
Is  fresh  in  your  mind. 

Rest  assured  that  your  requirements  will  have  our  best 
attention  at  all  times  and  the  writer  will  take  pleasure  in 
the  personal  supervision  of  your  future  needs  for  advertising 
matter,  window  display  material  or  electros. 

Hoping  to  hear  from  you  at  once,  we  are, 

Yours  truly. 


[262] 


W.  S.  RAILSBACK.  Pr«idcnt  and  Treasurer 


Telephone,  Richmond  1188 


A.  B.  Black  Road  Machinery  Co. 


WE  HAVE  IN  STOCK.  PREPARED  TO  SHIP.  REPAIRS  FOR  ALL  MAKES  OF 

ROAD  MACHINES,  STONE  CRUSHERS 

Gyratory  Stone  Crushers,  Motor  Mowers,  Dump  Wagons,  Macadam  Scrapers,  Etc. 


New  England  Agents  for  The  Austin,  Western  Co.    Sole  Agents  for  Black's  Snow  Plows  in  New  England 


SCT  IN   MEMaCRS  Ot  THC  CLCARFACE  FAMILY 
VCRBATILL  OANAMENTS  feu*' 

AMERICAN  TYRE  FOUNDERS  COMPANY 


29  South  Market  Street 


Boston 

Dear  Str:- 

We  are  enclosing  catalogs  showing  cuts  aad  giving  brief 
description  of  our  lino  of  road  machinery.   Please  examine 
them  and  keep  them  among  your  references,  euid  when  you  are 
in  the  market  for  anything  in  the  road  building,  road  re- 
pairing or  road  cleaning  line,  please  drop  us  a  line  and  give 
us  an  opportunity  to  give  you  detailed  specifications  and 
prices. 

We  carry  in  stock,  ready  to  ship,  repair  parts  for  all 
■akes  of  crushei-s  and  road  machines,  also  shovels,  picks  and 
general  supplies.   Our  aim  is  to  please  our  customers,  be- 
cause we  want  their  trade.   We  solicit  your  patronage  on  the 
merit  of  high  quality  of  material  emd  late  improvements,  and 
we  stand  back  of  everything  we  sell. 

Thanking  you  for  past  favors,  we  beg  to  remain, 
Yours  respectfully. 


§37 


[2631 


l^etebact)  Companp 


sabbrrtising  Sktpartintnt 


•  CT  IN  CLOHTCN  SLACK       VCRSATILK  aOflOCR 
AMCOICAN  rvPC   roUNDCKS   COMPANY 


(gloucesiter,  i5.f. 


Oentlemen: 

At  first  you  may  not  know  why but  this  fact  is  of 

concern  to  you; — 

Vhat  fact?  The  fact  that  we  moved. 

We  moTed  from  1133  Broadway  to  78-80  Murray  Street. 

And  that  move  means  this  much  to  you — that  It  enables 
you  to  get  a  better  service  from  ua and  at  a  lower  price. 

Our  rental,  per  square  foot,  is  much  lower  here and 

our  facilities  are  better  in  every  respect. 

We  can  offer  you  up-to-date,  money-saving,  light-in- 
oreasing  •••••♦  equipment,  at  the  best  price  yet  on 
record. 

After  buying  from  us,  you  will  not  feel  that  you  have 
spent  money — you  will  feel  as  if  you  have  earned  money. 

Look  over  the  enclosed  folder.   See  for  yourself. 

And  then,  better  still, — come  in  and  see  our  new 
quarters. 

Yours  truly, 

P.  S.  You  will  do  yourself  (and  us)  a  great  favor  if  you 
will  keep  this  letter  on  file  where  you  can  refer  to  it 
easily. 


[264] 


§38 


BOSTON 

PROVIDENCE 

SPRINGFIELD 

HARTFORD 

NEW  YORK 

PHILADELPHIA 

BALTIMORE 

ATLANTA 

NEW  ORLEANS 

SYRACUSE 

ROCHESTER 

BUFFALO 

CLEVELAND 

DETROIT 

CHICAGO 


THE  FISK  RUBBER  COMPANY 
FisK  Automobile  Tires 

BOLTED-ON      CLINCHER      Q  D  CLINCHER      FISK-DUNLOP 

INNER  TUBES  FOR  ALL  STYLES 

FACTORY  AND  HOME  OFFICE 

CHicoPEE  Falls.  Mass.,  U.  s.  A. 


INDIANAPOLIS 

MILWAUKEE 

ST    LOUIS 

MINNEAPOLIS 

ST    PAUL 

FARGO 

KANSASCITY 

OMAHA 

DENVER 

SAN  FRANCISCO 

OAKLAND 

SACRAMENTO 

FRESNO 

LOS  ANGELES 

SEATTLE 


SET   IN  WEM8ER9  OF  THE  COPPERPLATE  OOTHIC  FAMILY 
AMERICAN  TYPE   FOUNDERS  COMPANY 


Dear  Sir:- 

Will  you  let  ua  ijvlse  your  tire  bills?   It  isn't  a 
Payne-Aldrich  kind  of  revision  we  are   asking  you  to  consider 
but  a  genuine  revision  downward. 

Those  old  casings  that  you  throw  away  very  likely  have 
a  good  money  value,  but  there  are  many  Instances  when  only 
an  export  can  tell  whether  it  will  pay  to  have  repairing  or 
retreading  done. 

The  foreman  of  our  tire  repair  department  will  be  gla4 
to  look  over  your  tires  and  to  advise  you  Just  what  can  be 
done  to  your  best  advantage.   No  matter  what  make  of  tire 
you  use,  his  opinion  is  yours  for  the  asking  and  no  obliga- 
tion is  incurred  by  you.   Possibly  you  could  use  a  bigger 
tire  on  the  present  riia  and  get  better  results.   He  oaii  also 
tell  you  that. 

In  this  day  of  motoring  there  Is  no  excuse  for  excessive 
tire  expense  or  for  delaying  amd  exasperating  annoyances. 
If  you  are  not  wholly  satisfied  with  your  equipment,  there 
is  a  ramady  for  your  troubles. 

The  return  of  the  enclosed  card  may  save  money  for  you 
and  will  give  us  the  opportunity  to  get  acquainted.   We 
don't  expect  your  business  until  we  show  you  that  we  CAN 
REDUCE  YOUR  KXPEJJSE. 

Very  truly  yorox^. 


§39 


265] 


THE  FISK  RUBBER  COMPANY 

I  I 

Our  Goods  Have  Merit  MANUFACTURERS     OF    THE     CELEBRATED 

Inner  Tubes  Ftsk  AutomoMle  Tivcs 

For  All  styles  Bolted-on      Clincher      Q.  D.  Clincher      Fisk-Dunlap 


THE  FISK  TIRES  ARE  KNOWN  EVERYWHERE  FOR  THEIR  GREAT  WEAR-RESISTING  QUALITIES 


Factory  and  Home  Office 


SCr   IN   HCMBCRB  OF  THE   CCMTUKY  FAMILV        VCNSATILC  OMNAHCHT 
AMERICAN  TYPE  roUNDCNS  COMPANY 


Chicopee  Falls,  Mass.,  U.  S.  A. 


Dear  Sir: 

To-day  we  received  a  letter  from  a  dealer  saying  he  has 
•old  509  •♦••♦•  Inner  Tubes  in  the  past  seven  months  to 
car  owners  and  up  to  the  present  time  has  not  received  a 
request  for  adjustment  or  the  suspicion  of  a  complaint. 

A  dealer  from  another  state  writes:  ■*♦♦♦•♦  Tubes 
are  longer  lived  than  any  others.  We  have  a  great  many  users 
whose  •♦•♦•»  Tubes  are  over  four  years  old  and  the 
rubber  is  still  bright  and  lively." 

******  Inner  Tubes  are  unequaled.   TWENTY-PIVB 
TEOUSAHD  perfect  to  ONE  Imperfect  is  the  record.   The  reason 
-  these  tubes  are  PURE  Para  rubber  with  only  enough  sulphur 
to  vulcanize.   They  do  not  stretch  out  of  shape  and  cannot 
deteriorate. 

Very  truly  yours, 


[266] 


Founded  1830  C<xfc.U«J  Cbk  Addto.;  ChiiurBie 

liicorpor.ted  1875  A.  B.  C.  A  I.  Utben  Telephooe:  5450  CWk. 

and  Western  Union 

The  Kny-Scheerer  Company 

SURGICAL  AND  ELECTRO-MEDICAL  INSTRUMENTS 

HOSPITAL  AND  SANITARIUM  SUPPLIES 

SCIENTIFIC  APPARATUS 

New  York 


MT  BY  THE 

POOU  PRINTING  COWPAMY 

BOSTON.   yA3«. 


Dear  Slr:- 

Ab  manager  you  are  Interested  In  Improvements.  Bspe- 
olally  so,  when  the  improvement  means  batter  satisfied  pa- 
tients and  a  larger  profit  to  the  institution.  Wo  have, 
after  long  study  of  sputum  oup  problems,  devised  th3  *  •  *. 

The  •♦•♦•*  is  made  of  maroon  colored  waterproofed 
fibroid  paper.   Whon  folded  along  the  linos  of  the  doop 
creases,  it  will  always  fit  the  standard  alzsd  holder.   The 
interlocking  flaps  render  spilling  of  the  contents  due  to 
opening  flat  of  the  cups  practically  impossible.   Thin  pix- 
olusive  feature  enables  users  of  sputum  cups  to  difp.n^'iti  with 
a  holder  when  the  latter  is  inoonvenlent.  Although  the  ♦  •  • 
is  made  of  vory  strong  heavy  paper,  it  is  easily  inoineratod. 

But  the  feature  which  interests  you  is  the  prion.   We 
have  the  honor  to  submit  the  following: 

In  lots  from  100  to  1000  per  100 $  .75 

In  lots  from  1000  to  5000  per  1000  6.00 

If  you  desire  over  5000,  we  will  make  you  a  sp-^oial 
price.   And,  if  you  can  give  us  the  number  you  annually  use, 
we  will  be  pleased  to  quote  you  and  ship,  at  the  quotod  rate 
per  1000,  such  quantities,  and  at  such  times  as  you  may 
specify.   You  will  find  this  plan  exceedingly  convan\(^nt. 

Read  the  enclosed  circular  and  see  the  ooncentrated 
good  of  those  sputiim  cups,  and  send  us  an  estimate  of  your 
requirements  so  you  may  be  intelligently  quoted. 

Have  you  our  catalogue  P  in  your  files?   If  not,  may  we 
send  you  a  copy? 

Very  tmly  yourti. 


§40  12671 


CaSLK   AOORKSS     chirurgie 
TcuCPHONKi    B490    CHILSCA 


COOKS    USCD 
A.  B,  C,  A.  I.   LIKBCRS 
AND  WKTBRN    UNION 


THE  KNY-SCHEERER  CO. 

SURGICAL   AND    ELECTRO-MEDICAL    INSTRUMENTS 

HOSPITAL   AND   SANITARIUM    SUPPLIES 

SCIENTIFIC   APPARATUS 


NEW   YORK 


StT  9Y  THE 

POOLE  PRINTING  COMPANY 

BOSTON,  MAS6. 


DMir  Sir:- 

In  response  to  ycur  request  a  copy  of  ny  —  -'-^-'    >.  .j^_ 
■ent"  goos  forward  to  you  In  to-day's  reglatr        ,    J. 
we  hopo  that  you  will  receiTS  it  promptly.   If  you  do  not, 
please  infora  us  and  we  will  send  a  duplicate. 

Tou  will  notice  upon  exaalning  this  took  that  tho  pat- 
terns of  each  style  of  furniture  aaid  apparatus  which  is  il- 
lustrated and  described  have  been  carefully  selected  as  be- 
ing typical  of  their  class.  You  will  notice  that  each  pat- 
tern is  a  typo  and  If  your  institution  requires  soTPethlng 
wbioh  rarles  from  the  type  illustrated,  please  send  to  us 
rough  drawings  giving  your  ideas  so  we  inay  submit  a  proposal 
to  build  the  apparatus  you  desire. 

In  connection  with  our  products  permit  us  to  draw  your 
attention  to  the  fact  that  each  is  construct3d  of  thn^e 
materials  which  time  and  experience  have  proved  to  be  the 
very  best,  and  that  our  skilled  artisems  take  a  Just  pride 
in  producing  the  hlgihest  quality  apparatus  oonstnioted. 
There  is  a  dujrability  and  finish  which  all  our  proluTts  hare 
that  has  been  attempted  by  other  manufacturers,  but  we  have 
yet  to  see  the  instance  where  the  imitation  equaled  the 
original. 

If  you  conteBq)late  purchasing  any  operating  tables,  we 
r     " "  Tly  suggest  that  you  particularly  consider  the 
•'._      If"  which  is  illustrated  on  pagas  10  and  11.   This 
is  the  simplest  operating  table  oonatructed.   It  is  built  to 
withstand  the  hardest  usage,  and  there  is  no  complicated 
meohaniam  to  gat  out  of  order.   You  will  notice  that  the  top 
is  of  a  new  substance  called  Hlcalloy.   Nicalloy  is  a  hard 


[268] 


-2- 

•olld  netal  that  doea  not  'break  like  glass,  does  not  stain 
like  white  enaaicled  Iron  or  steel,  nor  will  It  chip  like 
porcelain  ---   "  ',  iron  or  steel.   It  is  unaffected  hy  any 
of  t.i3  ii  ,        i  in  the  operating  roo.T,  and  It  la  a  rery 
Blnpla  matter  to  keep  it  always  shining  with  the  lustre  of 
fine  old  silver. 

If  y         -     ,.   purchase  of  any  sterlli 

paratus,  >.. „  . -.-„.  ..^j  wa  are  tha  originator^  .,   .1- 

•rn  sterilliatlon,  and  that  every  prastioal  Impravo.adiit  on 
our  original  patterns  of  apparatus  has  heen  developed  In  our 
faotorias.   Wa  can  furnish  you  with  sterilizers  to  be  oper- 
ated by  high  preasura  -'■-■■-,    --ovidlng  you  have  the  fasili- 
ties  to  employ  this  he  _     um,  by  gas,  if  this  is 

handy  and  not  too  azpenaive,  by  petroleua  or  by  alcohol. 
Wo  oan  furnish  you  with  Dressing  Sterilizers  such  as  are  il- 
lua'   ■  •  73  to  83;  with  Water  Sterilizers,  hi  :i 

pru -,  -n  are  shown  on  pages  83  to  91;  with  i„- 

atru^jiut  otjrllizera  whloh  are  Illustrated  on  page  66,  or 
with  any  coablnation  of  these. 

If  your  1      1  is  located  where  the  eaployiasnt  of  a 
Diainf  •''  :  /i^.^tmitus  is  advisable,  allow  us  to  direct 
your  I)               .n  to  those  on  pages  97  to  101  incluaive.   And 
particularly  to  call  your  attention  to  those  which  eaploy 
formaldeihyde  and  ammonia  gas  as  a  dlslnfeoting  agent.   It 
haa  be       "  *   -  ■    -  -  <  -^3  gas  la  highly  £.  "  '    tic, 
yot  lt_  _  .   ., on  with  aaaonia  C ...t  in- 
jurs mattroaaaa,  leather  goods,  fabrics,  clothing,  cotton. 


§40  [269] 


-3- 

wool  or  other  fitera  in  bulk;  so  Is  the  best  dlalnfeotlng 
medium  now  known. 

!fou  are  undoubtedly  aware  of  the  faot  that  we  are  oon- 
stantly  packing  aind  shipping  goods  to  oountiies  without  the 
United  States.   This  enables  us  to  know  how  to  pack  our 
products  80  that  they  will  reach  their  destination  In  the 
best  possible  condition.   We  build  our  oasas  and  orates  so 
that  they  will  stand  the  rough  handling  of  lightjiage  in 
foreign  ports,  and  it  is  due  to  this  feature,  as  woli  as  the 
superiority  of  our  products,  that  the  buyer  in  distant  lands 
prefers  The  **♦•**  Co's,  Trade-marked  goods. 

5*1  jm  the  prices  given  in  "Hospital  ficiulpment"  we  will 
grant  you  a  special  discount  of  *  *  *  percent,  exclusive 
of  the  packing  charges  which  are  net.   This  includes  our 
delivering  such  hospital  funiiture  aaid  apparatus  as  you  may 
permit  us  to  send  your  institution  to  the  steaintjr,  thus 
saving  you  a  considerable  sum  in  tiucKiag  chatges. 

If  you  will  compile  a  list  of  the  articles  you  contem- 
plate purchasing,  and  deem  necessary  to  fully  equip  your  in- 
stitution, and  send  it  to  us,  we  may  be  able  to  grajit  you  a 
slightly  larger  discount  in  some  instances.   You  know  that 
w«  are  able  to  make  a  special  net  quotation  upon  equipment 
orders  so,  if  you  will  send  in  your  list,  we  will  make  such 
a  quotatioii  to  you. 

Let  us  hope  that  we  will  have  the  honor  of  hearing  from 

you  relative  to  your  institution  needs  within  the  next  few 

w«eks. 

Very   truly  yours, 


[270]  §40 


.r7.^.^T.^Txr.T.l,l.!.^l.l.lJ.l.^l/.l,^l/.lJ.IJ.I/.I.^l/JJJ/J.^l/.l.^lAlJ.!/JJ.l.^l.^I.^lJJ.|J.^l.^l.^^^l.^l/.I.^l.T.IJJ.l/.TJ.^l/.l.^l.^l/.I.l,l!ll.l.^!^tl.lJJ.^T.^^ 


iHartme  ilanufacturing  Company 

NO.  425  WESTERN  AVENUE,  BALTIMORE,  MARYLAND 


iiii 


i!iiiiiiii:!:!^:::!i:i:iiiiiiiiiii!i!iiiiiiii!'iiiijiii^ 


SET  IN  CtOISTCM  BLACK  AND  BOOKMAN  OLDSTYLE 

LINCAR   BOnOCR   NO.    7        DELLA   HOBBIA   BOMDCR        CHAP-BOOK   OUIOONS 

AMERICAN   TVPC  rouNOCRS   COMPANY 


iBattb; 


i 


Dear  Sir:- 

Llve  Industrial  Plant  Operators  are  in  the  habit  of 
telling  friends  and  acquaintances  "Our  factory  is  equipped 
with  •••••*. 

But  never  in  an  apologetic  tone,  as  if  they  were  ashaiMd 
of  the  fact. 

It's  invariably  said  with  Just  a  little  bit  of  pride 
in  the  voice  -  just  as  a  man  might  tell  you  his  car  was  a 
Packard. 

Now  -  won't  it  help  your  business  to  say  "We  handle 

Pill  out  and  return  the  enoloeed  oard  for  our  mailing 
files  and  we  will  send  you  our  Bulletin  #7  with  quotations. 

Yours  very  sincerely. 


§41 


12711 


Heni-y  Chapman 


Established    18Te 


Max  Richardson 


CHAPIMAIV  &  RICHARDSON 

Faints,  Drugs,  Chemicals 
Plate  Glass 


Phone 
S-3-4-D 


MASON   BUILDINO 


Boston,  Mass.  L 


SET  IN  EMERSON  SERIES 

MADE  BY  KEYSTONE  TYPE  FOUNDRY 


Dear  Sir:- 

The  safest  thing  In  the  world  that  you  could  buy  is 
reputation. 

Uating  a  purchase  from  a  manufacturer  without  reputa- 
tion and  responsibility  is  like  loaning  money  without 
security. 

The  dealer  always  feels  safe  in  recommending  any  prod- 
uct of  the  reliable  and  responsible  manufaoturer.  Experi- 
enoe  has  taught  him  to  be  extremely  cautious  about  ar.ything 
for  which  prioa  is  the  selling  argument.   Price-cutters  may 
come,  and  price-cutters  may  go,  but  the  manufacturer  who 
earns  and  kseps  a  favorable  reputation  is  the  one  who  places 
quality  first. 

It  is  the  saae  with  the  dealer  who  wants  to  make  or 
maintain  a  reputation — the  kind  of  reputation  that  is  a 
busii.esa  asBet--he  must  exercise  great  care  in  buying  for 
he  is  known  by  the  goods  he  sells. 

Tills  is  why  the  •••♦*•  Company  should  always  recelTe 
first  consideration  when  you  are  in  the  market  for  •*♦••. 
Our  faiBous  trade  mark  is  a  guarantee  to  every  dealer  and 
purchaser.   It  means  to  the  dealer  quick  sales  and  pleased 
oustomars,  goods  moving  and  business  increa.aing. 

Look  over  our  catalog  to-day  and  make  a  memorandum  of 
order  fur  your  Jobber's  salesman  when  he  calls. 

Tours  very  truly, 


[272] 


§42 


PHILADELPHIA 

NINTU  AND  SFRL'CB  ST8. 


NEW  YORK 

'WILLIAM   AND  HPRUCB  STN. 


CHICAOO 

1  lOa  8.    WABASH   AVB. 


DETROIT 

43  LARNBD  ST..  'WEST 


ATLANTA 
34  SOUTH  POSSYTH  ST. 


SAN   FRANCISCO 
038.040  MISSION  t/T. 


8KLLINO   AOBNTN 

FOR 

COTTRELL 

CYX-INDBR    PRINTING 

PRESSES 


k:eysto]ve  type  foxjistdry 

MAK.BR8  OF  NICKEL-ALLOY,  UNIVERSAL   LINE 


PLATEN  AND  PROOF 

PRBSMBH 

PERFORATORS    AND 

FOLDERS.     PCNCHINO 

MACHINES 

"vrnui  axiTCBBBs 


Borders,   Brass   Rule,   Leads  and  Sluos.  Gallbts.  Steel  Chases.  Btc. 
Complete   Printing   Plant  Outfitters 


DA.TBD   ▲T 


SET  IN  EMER90N  TITLE 

MADE  BY  KEYSTONE  TYPE  FOUNDRY 


Dear  Sir:- 

The  first  thing  a  customer  wants  to  be  assured  of  In 
making  a  purchase  is  quality.   To  make  the  sale  you  must 
oonvince  him. 

Uerely  telling  him  it  is  all  right,  as  a  rule,  won't 
do.   You  should  first  be  sure  in  your  own  mind,  and  then  you 
will  have  no  trouble  in  convincing  him  by  the  same  reasoning 
that  convinces  you. 

Now  when  you  are  determining  the  quality  of  an  article 
you  first  find  out  where  it  corses  from.   You  want  to  know 
what  it  is  made  of,  how  it  is  made,  and,  more  than  that,  who 
mads  it.   If  it  la  from  a  manufacturer  wh-^  '---  ^  -  -  right 
standing  and  reputation  that  faot  alone  ^  the 

quality. 

By  this  same  reasoning,  therefore,  the  purchaser  be- 
comes CO        as  to       r  the  article  Is  what  he  wants 


or  not.   ...  ;y  yea;  o  w-*. 

quality  by  v?hinh  all    •   •   •   ' 
tr 

auid  not  '  e  but 

which  maela   the  exaoting   ' 


ncLme  has  been  th' 
'   •   *  have  basn  .^ 


^    •'lard  of 
Our 

t  you  cculd 

-  ^  -,  1    l    r.        •.  ,^ 

I 

33 

of  preaant-day  requirements. 


Your  reputation  as  a  dealer  depends  on  the  kind  of 
good:3  you  sell.   If  you  sell  our  products  our  reputation  Is 
V,,  I,-  >-  ■  'itation. 

Yours  very  truly. 


§42 


[273] 


Pettingell- Andrews  Company 

ELECTRICAL    MERCHANDISE 
BOSTON 


SET  BY  THE 

POOLE  PAINTING  COMPANY 

BOSTON,  WASS, 


Reverend  dear  Sir: 

Have  you  seen  the  new  lighting  ftrtures  in  the  Mary- 
Immaculate  of  Lourdes  Church,  Newton  Upper  Palla? 

They  are  well  worth  study  we  assure  you,  not  merely 
from  the  standpoint  of  eoolesiastloal  interior  decoration, 
but  because  they  actually  solve  some  pressing  problems  in 
church  lighting. 

We  do  not  overstate  the  case  when  we  say  that  these 
fixtures  present  an  entirely  new  scheme  in  church  illumina- 
tion, providing  inverted  mantle  type  gas  burners  and  Tung- 
sten electric  lamps,  skilfully  combined  in  art  forms  of 
hand-wrought  iron. 

You  can,  of  course,  hardly  realize  the  harmony  and 
effectiveness  of  this  churoh's  lighting  scheme  from  a  mere 
description.   And  remember  that  this  is  but  one  of  the  many 
ecclesiastical  buildings  in  which,  under  the  direction  of 
our  Mr.  ♦♦*♦♦♦  we  have  installed  new,  or  improved  old, 
lighting  systems. 

In  fact  we  make  a  specialty  of  studying  present  light- 
ing schemes  of  churches,  and  offering,  without  expense  or 
further  obligation,  suggestions  looking  at  a  more  artistic 
and  economical  illumination.   (And  nowadays  the  influence 
of  attractive,  adequate  lighting  on  church  attendance  is 
pretty  generally  recognized.) 

Can  we  be  of  assistance  to  you  also? 

Very  truly  yours, 


[2741  §43 


NEW  YORK 

CHICAGO 

BALTIMORE 

DENVER 

SAN  FRANCISCO 

SEATTLE 


Pettingell-Andrews  Company 

ELECTRICAL- MERCHANDISE 
BOSTON,  MASS. 


LONDON 

PARIS 

BERLIN 

AMSTERDAM 

ST.  PETERSBURG 

BELGRADE 


To  insure  a  prompl  reply  lellers  should  be  addressed  to  (he  Hrm 


SET  BY  THE 

POOLE  PRINTING  COMPANY 

BOSTON,  MA33. 


Dear  Slrj- 

Dld  you  receive  the  copy  of  the  Portable  Lamp  Catalog 
for  the  season  of  1911-12,  which  we  sent  you,  last  October? 
Christmas  is  now  near  at  hand,  and  not  receiving  any  orders 
from  you,  we  wondered  if  you  had  received  it. 

If  you  did  not  or  have  mislaid  it,  let  us  know  by 
return  mail,  and  we  will  rush  another  copy  to  you.   Per  you 
will,  of  course,  want  to  have  your  share  of  the  trade  which 
oan  easily  be  developed  through  showing  stimples  of  the  line, 
one  or  two  of  the  lajnps  which  appear  in  this  catalog. 

Also  don't  overlook  the  faot  that  this  portable  catalog 
when  used  in  connection  with  our  #5  Fixture  Catalog  and  #5 
rixture  Supplement  will  materially  increase  your  fixture 
sales  I  and  that  if  you  have  a  Rebate  Contract  with  us,  all 
sales  of  portables  will  apply  on  contract  to  assist  you  in 
earning  the  maximum  rebate  in  accordance  with  our  estab- 
lished and  much  appreciated  fixture  policy. 

We  want  to  emphasize  the  faot  that  many  of  the  lajnps 
shown  In  this  catalog  are  exclusive  designs  manufactured 
only  for  or  by  us.  To  assure  receipt  of  the  lamps  In  time 
for  Christmas  sales,  it  will  be  necessary  for  you  to  order 
at  once. 

Very  truly  yours, 


§43 


(275] 


NKW    YORK  CHICAGO  DENVeR  BALTIMORK 

Pettingell-Andrews  Company 

ELECTRICAL    MERCHANDISE 
BOSTON 


SET  BV  THE 

POOLE  PRtNTINO  COMPANY 

BOSTON,  MASS, 


Dear  Slr:- 

•GI'ICS  SOUS  BATTERIES,  QUICK!" 

Can't  you  hear  tUain  saying  that? 

We  mean  all  your  good  customers  and  many 

transient  ones. 
Everybody  is  returning  from  vacation; 
And  all  want  to  take  advantage  of  the  good 

weather  between  now  and  the  closed 

season  for  touring. 
GIV3  TKEil  ALL  •♦♦♦••  CATTERIES! 
Then  thsy  will  be  SATISFIED  because— 
You  can  thus  supply  YCUR  customers  from 

fresh  barrels  at  all  times — 
As  a  fresh  carload  of  •  ♦  •  *  ♦  *  batteries 
reaches  our  warehouse  every  Monday  morning. 
Don't  forget  you  can  buy  batteries  cheaper 

on  contract — 
If  you  use  ten  barrels  or  more  per  year. 
Ask  us  about  battery  contracts — 
Rebates  average  from  1/4  to  1  cent  per  cell. 
SEHB  DS  THAT  *•••♦.•  ORDER  TO-DAY! 

••♦•♦*  are  always  good 

Igniters  (preferable  for  automobile  work) — 

or  regular. 

Yours  truly, 


[276]  §43 


Pettinoell-Andrews  Company 

ELECTRICAL   MERCHANDISE 
BOSTON 


SET  BY  THE 

POOLE  PRINTING  COMPANV 

BOSTON,  MASS. 


Dear  Slr:- 

Havlng  In  mind  the  fixtures  you  secured  here  sooe  tlaa 
ago,  it  has  occurred  to  U3  that  perhaps  you  mleht  like  to 
examine  a  copy  of  our  new  Portahle  Lamp  catalog  for  the  sea- 
ton  of  1911-12  ir.   a:^vi-^o  of  its  general  distritution. 

Memy  of  ths  aesigns  are  exclusive,  and  to  be  had  only 
of  us,  Eence,  although  the  illustrations  have  been  confined 
to  inexpensive  and  mediiam-priced  suggestions  for  portable 
lasps,  yet  they  offer  many  a  pleasing  hint  of  the  extent  and 
variety  of  our  complete  line,  tJhich  includes  many  lamps  s« 
Individual  and  distinctive  that  only  one  of  a  kind  are  of- 
fered for  sale. 

Portable  lamps  make  ideal  holiday,  wedding,  and  blrili- 
dagr  gifts.  We  therefore  suggest  that  you  visit  u^  in  tha 
mmmar   futare,  and  see  if  the  line  of  drawing  roor,  i  ..ding, 
tmA   desk  lamps  on  display  In  our  Fixture  Studios  will  not 
help  you  to  solve  the  always  perplexing  gift  problem — solve 
it  with  a  minimum  of  bother  and  a  maximum  of  satisfaction. 

Sincerely, 


§43  [277] 


WRIGHT^LEAVENS  COMPANY 

WHOLESALE 

CROCKERY  •  CHINA  •  GLASSWARE 


■•# 


No.  54  WASHINGTON  ST.,  NORTH 


Buffalo,  N.  Y. 


Srr   tH   OCLIA  MoailA        OCLLA   IIOIIItA   ORNAHCHT 
AMCmCAN  Tfft   rOUNOCOS  COMPAMY 


Dear  Sir: 

When  you  bought  from  ua  last  year  you  will  remeraher 
what  I  said  about  our  new  Qermaa  buyer,  and  what  great 
things  I  expected  of  him. 

He  has  more  than  made  good.  Whan  I  arrived  in  Boston 
last  week  and  saw  the  enormous  number  of  entirely  new  and 
striking  decorations  that  he  has  brought  over  I  at  onoe 
thought  of  you,  for  I  know  that  you  will  be  Just  as  enthu- 
siastio  as  I  am  over  this  new  line  of  popular  prioe  goods. 

This  new  German  buyer  ia  an  American  and  sponds  most  of 
his  time  studying  the  demands  of  the  American  market.  He 
knows  Just  what  the  buying  public  wants,  and  ha  has  shown  re- 
markable ability  in  his  selections.  The  extent  and  variety, 
the  delicate  tintings  and  beautiful  shapes  of  this  new  line 
will  please  you  and  your  custo.oars  Just  as  much  as  it  pleases 
me — it  is  well  worth  waiting  for. 

Each  year  for  five  years  I  have  been  improving  my  line, 
always  making  careful  saleotloas  to  meet  the  req.ulrement3  of 
my  trade,  and  now  that  I  am  coming  to  know  your  wants  better 
I  am  confident  that  this  year  you  will  say  ••••**  has 
the  best  line  of  popular  prioe  goods  you  have  ever  seen. 

I  am  now  busy  selecting  samples  for  my  Import  trip  and 
will  see  you  as  soon  as  I  can.   It  will  pay  you  to  see  my 
line  before  ordering,  for  it  means  greater  satisfaotlon  to 
you  and  your  trade. 

I  am  thankful  for  past  favors  and  wish  you  a  big  1912. 

Yours  very  truly, 


[278] 


Telephone!:  Fort  HUl 


|63S9 
I  7921 


Cable  Address:  "Willcasson" 


WILLIAM  R.  CARLSON 


WHOLESALE  LUMBER 


Postal  Telegraph  Building 

Boston^  Mass. 


»Cf   m   MCH8EII5   OF   THE   CLCARFACC   FAHIL 
AMCMICAN   TVPC   FOUNDERS   COMPANY 


monotone:  border 


Dear  81r:- 

Your  reputation  as  a  builder  le  made  out  of  the  seune 
quality  of  materials  that  you  put  into  your  buildings. 

The  use  of  a  good  quality  of  limber  will  establish 
confidence  in  the  builder,  and  you  know  that  the  confidence 
of  your  patrons  is  the  most  valuable  asset  you  can  have. 

Therefore  quality  is  more  important  even  than  price-- 
but  the  price  must  be  right  or  you  can't  buy,  for  contracts 
are  usually  figured  in  competition  and  every  dollar  counts. 
And  then  evenness  of  quality,  assuring  you  against  loss  from 
waste,  is  another  important  consideration. 

There  are  several  features  about  our  equipment  and 
business  methods  that  make  it  possible  for  us  to  offer  you 
high-grade  lumber  at  the  prices  usually  charged  for  inferior 
qualities.   Our  location  is  one — side  tracks  saving  in 
cartage.   Our  excellent  facilities  for  storing  and  keeping 
in  good  condition  is  another.   Then  there  is  our  financial 
Interest  in  the  manufacture.   And  by  no  means  the  least  is 
the  big  volume  of  business  that  has  been  coming  our  way  for 
years . 

Visit  our  yards  and  see  for  yourself,  or  phone  for  one 
of  our  salesmen  to  call. 

Yours  very  truly. 


$46 


279] 


Triephonea  "  Cable   Addrma 

635U   -    Fori   Hill   -   6360  "MMIIoaaHon" 

WILLIAM  R.  CARLSON 

WHOLESALE  LUMBER 

FORD  BUILDING 

BOSTON 

SET  BV  THE 

POOLE  PftlNTiNO  COMPAHV 

BOSTON,  WASe. 


Dear  Sir:- 

There  are  three  things  that  you  are  constantly  striving 
to  accomplish. 

First — the  saving  of  time  in  selecting  and  purchasing 
your  stock.   Second — getting  it  delivered  on  time  so  there 
will  he  no  work  held  up.   Third — making  sure  that  you  get 
Just  the  quality  and  grade  that  you  pay  for. 

The  central  location  of  our  yards  makes  it  easy  for 
you  to  select  your  stock  personally  if  you  wish.   This  is 
also  an  advantage  in  delivering.   Our  deliveries  are  all  hy 
auto  truck  and  every  customer  gats  the  best  service  possible, 
for  we  deliver  Just  when  we  say  we  will.   All  our  stock  is 
oarsfully  sorted  and  gradad  and  can  he  depended  on  to  hold 
out  in  quality. 

If  you  tell  ug  your  wauts  over  the  phone,  or  to  one  of 
our  salesmen,  you  are  sure  to  get  the  same  treatment  that 
you  would  get  if  you  were  in  our  yards.  Reputation-building 
is  a  long  Job  and  we  cannot  afford  to  "let  up"  for  an  instant. 
We  are  making  new  customers  every  day  and  keeping  the  old 
ones  by  giving  them  the  service  and  values  they  are  looking 
for. 

A  request  by  telephone  will  bring  our  salesman. 

Yours  very  truly. 


[280] 


f^^^^/^/J^/^c^^^^Wi^^^^/^^^/^ 


Q)€^  t^iioltie^,  t^Ot^Hf 


SET   IN   COMHERCIAL  SCfftPT 
AMERICAN   TVPE   fOUNDEKS   COMPAN 


Dear  Sir:- 

Is  your  dealer  a  good  buyer? —  this  means  a  lot  to  you. 

If  he  makes  good  bargains  he  is  pretty  apt  to  pass  them 
along  to  you--also  if  he  maJces  poor  ones. 

Good  buying  of  lumber  is  not  merely  getting  low  prices. 
It  is  getting  the  right  quality,  carefully  sorted  and  graded, 
at  the  best  possible  figure — with  sin  eye  always  out  for 
economical  handling.   That  makes  it  possible  for  a  dealer  to 
offer  big  values,  not  merely  low  prices. 

The  buyers  in  our  employ  are  all  experienced  Judges  of 
lumber  and  lumber  values.  We  buy  for  cash  and  take  advantage 
of  all  discounts.  And  then  the  large  quajitities  we  buy  save 
us  considerable  on  transportation  costs.   Every  advantage 
we  gain  in  our  buying  is  an  advantage  to  you  in  your  buying. 

Look  over  our  stock  ajnd  get  our  prices  and  you  will  see 
the  advantage  of  buying  here. 

Yours  very  truly. 


[281] 


BROWN -WALES  COMPANY 


L 


Iron,  Steel,  Structural  Material 
Bolts,  Nuts,  Sheet  Iron,  Metals 


'  ••••••••••  •        • 


Power  Transmission  Machinery 
'      Tool  Steel,  Tinplates,  Wire,  Etc. 


v::;:.. 


ESTABUSHEO  IN  1870 


Telephone,  Fort  Hill  400 


69-83  Purchase  Street 

Boston,  Mass. 


9tT   IN   CLCAItrACE  OOTNIC 

CAST  SQUAHES        CAINTV   BOHDER        HELLO   CUT 

AMERICAN  TYPE  rOUHPCRS  COMPANY 


Dear  Sir:- 

Upon  looking  over  our  book;3  we  wura  pleased  to  find 
that  you  formerly  had  an  account  with  us  but  regret  the  sam« 
has  not  been  very  active  recently. 

¥e  should  like  very  much  to  open  an  account  with  you  as 
we  are  exceedingly  emxious  that  you  should  Increase  your 
business  with  us  and  are  positive  it  will  result  to  your 
benefit  and  satisfaction. 

If  anytliing  has  occurred  to  cause  any  dissatisfaction 
if  you  will  be  good  enough  to  let  us  hear  from  you  we  will 
gladly  do  all  we  can  to  reosdy  the  same. 

The  spring  traae  wiij.  soon  open  and  as  you  will  need 
aoae  goods,  we  hope  to  be  favored  with  at  least  a  part  of 
your  valued  orders. 

Thanking  you  for  your  consideration,  we  renain, 

Yours  truly. 


[282] 


BROWN-WALES  COMPANY 


PLUMBERS,  STEAM  HHERS  SUPPLIES 
SEAMLESS  STEEL  TUBING,  ALL  SIZES 
POWER  TRANSMISSION  MACHINERY 


IRON,  STEEL,  STRUCTURAL  SUPPLIES 
BOLTS,  NUTS,  WASHERS,  TOOL  STEEL 
TIN  PLATES,  SHEET  IRON  AND  METAL 


No.  69-83  PURCHASE  STREET,  BOSTON,  MASS.      Telephone.  Fort  HiU  400 


■Q 


Srr  IN   MCMgcnS  of  TMC  CHCLTCNHAM  FAMILY       COMMENCE  ORNAMENT 
eoSTON   tAeiON   CAST  IQUAREa       CHAP-BOOK  OUIOONS 
AMERICAN  TYPE  FOUNDERS  COMPANY 


Dated 


8ir:- 

We  are  pleased  to  find  you  have  in  the  past  favored  us 
with  some  of  your  'bTisinesa,  which  we  wish  to  e^^-n -,-<  v-  i  -.^nct 
very  cnioh  appreciated:  aaid  you  are  in  a  degree  reap ci:i;iDie 
for  the  growth  and  success  of  our  business. 

We  are  extremely  desirous  to  impress  upon  you  the  fact 
that  the  service  we  render  is  the  very  best  that  can  he  se- 
cured anywhere. 

Ve  want  to  convince  you  -  and  we  oan  -  that  our  busi- 
iwsa  is  based  upon  correct,  practical,  business  principles 
and  gives  the  highest  deffreo  of  efficient  service,  which  is 
the  result  of  hard,  fiRmRst  wnric  onl    corsclpntl  o-js  effcrt. 

We  know  that  your  patronage  is  lu  our  maiu.-ii.  auv:i;  '.a^je 

■ad  satisfaction.      Our  years   of  experienoe,   well  assorted 
stock  and  efficient  organisation  at  your  eoraand,   are   the 
basis  upon  which  we  sollolt  your  future   business,   and  repre- 
■«it  the  atron^st  possible    r»nunri   w>iv  we   deserve    it. 

Yours    truly. 


[283] 


Ptumbere'  and  Steam  Fitters'  Supplies 
Seamless  Steel  Tubing 


Established  In  1870 


Telephone,  Fort  Hill  400 


Brown -Wales  Company 

IRON,  STEEL.  STRUCTURAL  MATERIAL,  BOLTS,  NUTS,  WASHERS,  TOOL  STEEL 
TINPLATES,  SHEET  IRON,  WIRE,  METALS,  POWER  TRANSMISSION  MACHINERY 


69-83  Purchase  Street 

BOSTON,  MASS. 


SET  IN  NEWS  OOTHIO 

AMERICAN  TYPt  rOUNDCfTB  COMPANV 


Dear  Slr:- 

You  may  soon  need  some  goods  in  our  line  -  we  need  your 
business  -  is  there  any  good  reason  why  we  cannot  get  to- 
gether and  each  make  a  dollar? 

The  material  we  carry  is  the  veir  best  we  know  how  to 
btty  -  the  best  the  market  affords  -  to  sell  at  various 
prices. 

We  feel  so  sure  of  the  quality  of  our  merchandise  -  so 
confident  in  our  ability  to  please  you  -  that  we  guarantee 
both  the  goods  and  your  complete  satisfaction. 

Trusting  we  may  be  permitted  to  serve  you  often  we 
remain, 

Yours  truly, 


[284] 


§46 


ESTABLISHED  IM  1870  TELEPHOME.  FOBT  HILL  400 

BBOWN=WALES  COMPANY 

IRON.STEEL.STBL1CTURAL  MATERIAL  ^k^X  PLUMBERS' 6*  STEAM  FITTERS' SUPPLIES 
BOLTS.  NUTS,  WASHERS,  TOOL  STEEL  "W^F  SEAMLESS  STEEL  TUBING 
TINPLATES,  SHEET  IRON.  WIRE,  METALS  jffi^  POWER  TR  ANSM  ISSION   MACH  I  NE  RY 

69-83  PURCHASE  STREET,  BOSTON 


BtT  IN  ABBOT  OLDSTYUE    WAVBlOE  ORNAMENT 
AMIRICAN  TVPE  FOUNDERS  COMPANY 


Dear  Sir:- 

For  some  reason  you  have  not  recently  favored  us  with 
much  of  your  business.   We  wonder  why.   You  know  how  you 
feel  about  a  case  of  this  kind.   You  have  a  line  of  goods, 
well  assorted,  prices  right,  courteous  salesman,  smd  for  no 
apparent  reason  you  have  received  no  orders  from  a  desirable 
customer.   Don't  you  begin  to  wonder  what  is  wrong? 

Well,  that  is  Just  the  way  we  feel  about  it,  every 
reason  why  you  should  buy  from  us,  still  no  business.   Won't 
you  help  us  out  and  tell  us  why? 

You  can  do  a  nice  business  with  us  if  we  get  together. 
We  can  help  you  a  great  deal  if  you  will  write  us,  explain- 
ing why. 

Yours  truly. 


§46  [285] 


StTiicturai 

Material. 

Pouer 

JranMrnisMton 

Maehineru, 

Seamless 

Steel 

Tubing 


ICT   IN   CCMTURY   COLD   AND   CeNTUIIT   BOLD   ITAUC 
TWCNTICTM    CENTunr   ORNAMENT        CHAP-BOOK  OUIOONt 


Brown -Wales  Company 


EsUbliahed  1870 
Telephone  Fort  Hill  400 


No.  69  Purchase  Street,  Boston,  Mass. 


DATE 


1 


MCaiCAN   TYPE   FOUNOCHa   COMPANY 


Dear  Sir:- 

It  is  always  gratifying  to  hear  often  from  an  old 
friend,  and  when  looking  through  our  records  we  are  sorry 
to  find  that  we  have  not  heard  from  you  for  soae  time. 

Now  it  Hiay  be  that  you  have  not  heen  in  the  narket  since; 
however,  we  feel  that  you  will  need  more  goods  in  our  line 
soon,  ajid  we  would  like  to  ask  that  you  bear  as  in  mind  wImb 
placing  the  order. 

Soliciting  a  continuance  of  your  future  patronage,  whloh 
we  wish  to  assure  you  has  been  appreciated  in  the  past,  and 
hoping  to  hsar  favorably  from  you  soon,  we  ar«,  with  kind 
regards , 

Tours  truly, 


[286] 


§46 


c 


Plumbers'  and  Steam  Fitters'  Supplies 


^^^ 
^^^ 


Power  Transmission  Machinoy 


Brown -Wales  Company 

Structural  Material 


Telephone.  Fort  Hill  400 


Srr  IN  HCHICRS  OF  THt  CHCLTENHAM  FAMfLY 
INOUtTniAL   OUNAMCNT        MOMOTOME   BOHOU 
AHCRtCAN  TYPE  FOUNOIRS  COMPANY 


69-83  Purchase  Street 

Bo^on,  Mass. 


Dear  Slr:- 

Bnclosed  please  find  alphabetloal  list  of  the  articles 
iriiloh  we  carry  in  stock. 

This  list  is  comprised  entirely  of  materials  of  merit 
and  our  prices  are  consistent  vith  good  service  and  quality. 

Your  trade  being  desirable  to  us,  we  are  talcing  this 
occasion  to  ask  you  to  let  us  quote  you  when  in  need  of  any- 
thing In  our  line. 

Wr  w1  rh  to  kIiow  you  that  we  Rre  fir.y  ;  oi:a  tn  hp.vr'    your 
business  caid  vjill  see  that  your  orders  are  givon  the  best 
possible  attention  in  regard  to  prompt  delivery  and  lowest 
pricaa. 

Thanking  you  for  all  past  favors,  we 
Tears  very  truly. 


§46 


[287] 


Peter  Van  TwUler.  Proprietor 


Open  on  Friday  Evening* 


The  Van  Twiller  Market 

Meat,  Fish,  Poaltry.  Eggs,  Track  and  Provisions 

Sitaated  at  Janction  o!  Broad  and  Pabit  Sts.  in  Boroagh  of  Manhattan 


Prompt  Attention  to 
Thone  Order* 


New  York, 


BET  IN  VANDtN  MOUTEN 

MADE  BY  KEYSTONE  TYPE  FOUNDRY 


Dear  Sir:- 

A  salt  mackerel,  freshened  to  your  taste,  broiled  to  a 
rich  brown  and  served  with  the  juice  dripping  from  it,  with 
melted  butter,  is  a  breakfast  dish  that  will  almost  melt  in 
your  mouth. 

Lobster  salad  is  a  very  tempting  dish.   Imagine  oninch- 
ing  into  those  delicious  bits  of  crisp,  fresh  lobster  and 
Just  getting  enough  of  the  piquancy  of  the  dressing  to  fully 
develop  the  flavor.   It  is  mighty  good  eating. 

Fried  clajns,  absolutely  as  fresh  and  perfect  as  served 
at  any  beach  hotel.  The  clams  dipped  into  bread  crumbs  and 
dropped  in  hot  fat  make  a  meal  such  as  you  seldom  enjoy. 

Shrimp  on  toast  is  luscious  too,  and  you  can  have 
things  for  these  and  fifty  other  substantial  or  fancy  dishes 
in  your  storeroom,  always  ready  for  an  emergency.   Such  a 
selection  as  you  can  find  nowhere  else  on  earth. 

We  want  your  trial  order  and  will  send  whatever  you  se- 
lect on  approval,  to  be  paid  for  only  in  case  you  are  pleased 
with  what  we  send.  We  have  done  our  part  in  again  reminding 
you  of  what  you  are  missing  and  in  making  it  so  safe  and  easy 
for  you  to  try  our  products. 

Why  not  make  a  selection  to  order  now,  right  away,  so 
you  can  begin  enjoying  these  things  immediately? 

Yours  very  truly. 


[288] 


547 


Jens  C.  Peterson 

STATE    BAKK    BUILDIirO 

TRAVERSE  CITY.  MICHIGAN 


srr  IN  BRANDON     Cloister  black     caxton  initial 

AMERICAN  TYPE  FOUNOERB  COMPANY 


Dear  Sir:- 

I  wrote  you  on  May  15th,  in  answer  to  your  inquiry  re- 
garding the  plans  of  a  house  illustrated  in  the  March  number 
of  *****  ♦,  but  have  not  had  the  pleasure  of  an  answer 
from  you. 

What  is  the  matter  that  my  communication  did  not  inter- 
est you  enough  to  get  a  reply  as  to  whether  or  not  the  house 
meets  your  approval,  or  that  I  do  not  receive  your  order  for 
the  plans,  specifications  and  details  for  such  a  nice  home? 

I  am  sure  you  were  interested  in  this  house  and  antici- 
pated building  or  you  would  not  have  asked  for  the  informa- 
tion. But  the  fact  remains  that  I  either  did  not  convince 
you  of  the  beauty  and  inexpensiveness  of  this  style  of  build- 
ing or  that  the  plan  did  not  fully  meet  your  ideas  of  a  home. 
In  either  case  I  have  failed  in  my  efforts  by  not  giving  you 
the  information  you  wanted  or  by  describing  a  plan  that  does 
not  meet  your  approval. 

I  am  willing  to  spend  considerable  time  and  money  to 
answer  all  of  your  questions.  Will  you  spend  two  cents  to 
answer  mine? 

If  you  wrote  out  of  curiosity,  tell  me  that.  I  will  be 
satisfied.  It  is  the  curious  people  who  learn  and  I  want  to 
know  why  I  have  failed  to  interest  you. 

The  definite  promise  of  service  that  goes  with  my  plans 
and  specifications  is  a  prestige-building  power  and  will  be 
a  money  saver  for  you. 

I  enclose  a  return  envelope  for  your  reply  and  remain, 

Yours  very   truly, 


§48  [289] 


[ 

-  ■- - '     ' 

n 

MAKERS  AND  RETAILERS  OF  CLOTHING  FOR  MEN  AND  BOYS  •  UNIFORMS  AND  LIVERIES 

profcanins,  i^ing  &  Co. 


ICT  IN  OLOItTCR  SLACK  AND  NCW  CA9L0N 
MCnCANTILC  BOROCIt       WATSrOC  ORNAMCNTt 
AMERICAN  VtH  fOUNOCRS  COMPANY 


PUBLICATION  DEPARTMENT 
CM.  FAIRBANKS 


No.  16  COOPER  SQUARB 


Dear  Sir: 

Your  name  has  not  appeared  on  our  books  for  soae  time. 
If  there  Is  a  particular  reason  for  this,  we'd  like  to  know 
what  it  is;  especially  if  it  involves  any   criticism  of  our 
merchandise  or  our  methods  in  the  past. 

It  is  a  fixed  principle  with  ♦♦•••♦  Company  to 
hold  your  money  on  deposit  for  you  \mtil  every  tramsaction 
is  satisfactory.   All  we  ask  is  the  privilege  of  righting 
anything  that  goes  wrong  in  this  store-   If  you  will  ha  good 
enough  to  give  us  that  opportunity,  we  will  see  that  you  get 
the  best  possible  service  as  well  as  the  best  possible  mer- 
ohandise  here. 

Why  not  enjoy  the  convenience  of  a  char^j  account? 
Very  truly  yours, 


[290] 


§49 


©rotoning,  ging  &  G^ntpanp 

MaktTi  anb  3Retailerj(  of  Mtn'i,  JBopsC  anb 

C()illiren'j(  Clotfjing  •  ZHniforms  anb 

HiberieS  •  J^afatrbaiberp  •  J^ata 

16  Cooper  ©quart 
Dcto  gorb 


err  in  cloibtcr  black     misbal  iNrriALB 

AMIRtCAN  TtPt  FOUNOERB  COMPANY 


Dear  ladan: 

We  don't  know  of  a  more  interesting  store  than  this  for 
the  MoLiifcrs  of  Boys,  and  we  want  j  ou  to  tr.cw  ii,  tcvvcr  than 
you  do. 

While  eoonomy  of  cost  is  a  prine  consideration  both 
with  you  and  with  lis,  we  do  noi,   paniit  o.irsuxvja  to  losw 
Big^t  of  the  attractireness  of  style  and  proper  fit  in  aak- 
tng  clothing  for  Children. 

We  don't  know  of  u;.j  uuuji  luu.-?  that  has  so  happily 
struck  the  exact  halance  between  what  a  boy  ought  to  wear 
and  what  his  clothing  ought  to  cost. 

It  will  be  a  great  pleasure  to  show  you  what  we  haw* 
done  for  the  little  fellows  If  you  will  glre  us  the  oppor- 
tunity. 

Very  truly  yours. 


§49  [291] 


WILLIAM    E.  ALORED.  PMBa.  WILLIAM  ARMOUR,  TMKAB 

ARTHUR    L.  ALOREO.  V.  Pac*.  JAMES   CANNEL.  SCC'V 


£BtafallBl]rb  (Satt  <Snt  l^anhtti  Qrara 


err  tN  ENGRAVERS  OLD  CNQLISH  ANO  SLAlR 
AMERICAN  TYPI  rOUNOERS  COMPANY 


Dear  Madeun:- 

In  inviting  you  to  our  Annual  Linen  Sale,  beginning 
Monday,  January  1st,  may  I  call  your  attention  to  the  fact 
that  Pine  Table  Linens  have  been  steadily  advancing  in  price 
abroad  for  five  or  six  years?  Whatever  the  cause,  all  Linen 
Experts  are  agreed  that  there  will  be  no  immediate  reductions 
but  very  probably  further  advances. 

By  placing  heavy  orders  for  this  Sale  last  Spring,  we 
can  now  offer  you  fine  linens  at  savings  of  10  to  20  per 
cent  from  present  prices  for  the  same  grades. 

As  these  orders  were  heavier  than  ever  before,  in  order 
to  provide  for  our  continually  increasing  business,  the  raj:jge 
and  variety  of  our  offerings  are  proportionately  greater. 

Hoping  to  have  the  pleasure  of  your  attendance  at  this 
Sale ,  I  remain 

Respectfully  yours, 


[292]  §50 


WILLIAM  B.  ALDREO,  Preiidcu 
ARTHUR  L.  ALDRED,  Vic*  PruMMt 


WILLIAM  ARMOUR.  Troiorcr 
JAMES  CANNELL,  Sacrctur 


Established  Over  One  Hundred  Years 


B.  H.  Gladding  Dry  Goods  Company 

Providence,  Rhode  Island 


err  in  nfw  caslon  and  new  cablon  (talic 

AMERICAN  TYPE  fOUNOCRB  COMPANY 


Dear  Madam : - 

You  are  invited  to  attend  a  Private  Sale  of  the  stock 
of  our  Lingerie  Shop,  which  was  damaged  by  fire  on  the  night 
of  December  7th.   This  Sale  will  be  held  in  the  Hall  and 
Parlors  of  the  Trooadero,  cocmenclng  Tuesday,  January  1st,  at 
10  A.M.  and  continuing  the  remainder  of  the  week.   Entrance 
may  be  had  either  thru  our  Art  Department  or  from  Uathewson 
Street. 

The  stock,  consisting  of  high-class  French  and  Domestic 
Underwear,  Corsets  and  accessories  of  all  kinds.  Infants' 
Wear  of  every  description.  Silk  Petticoats,  etc.,  was  only 
partially  damaged  by  smoke  and  water;  in  fact,  most  of  it  is 
in  absolutely  perfect  condition.   However,  as  we  desire  to 
open  our  New  Lingerie  Department  with  complete  assortments 
of  new  goods,  we  have  decided  to  close  out  everything  that 
was  in  the  Lingerie  Shop  at  the  time  of  the  fire  at  greatly 
reduced  prices. 

We  send  you  this  special  notice  as  we  feel  that  our 
regular  customers  should  have  the  opportunity  to  secure 
first  choice  of  the  bargains  offered  at  such  an  unusual  sale 
&s  this. 

Hoping  that  you  will  be  able  to  attend,  we  remain 

Yours  very  truly, 


P.S,   We  also  wish  to  notify  you  that  our  annual  January 
White  Sale  of  Linens,  Wash  Goods  and  Embroideries  amd  our 
Clearance  Sale  of  Suits  and  Garments  will  conmenoe  at  the 
•aae  time- -Tuesday,  January  1st. 


§50 


[293] 


c)lmfTvan/  Laxnev 


Brr  IN  TYPO  UPRIOHT 

AMtRICAN  TVPC  FOUNOCRS  COMPANY 


Sir:- 

fe  are  forwarding  you,  with  our  compliaenta,  a  copy  of 
"Hew  England"  ooiapiled  by  George  French.   It  is  an  exceed- 
ingly interesting  and  instructive  book  published  for  the 
prurpose  of  bringing  into  greater  proninence  this  section  of 
the  country  in  which  we  live,  and  making  ua  better  acquainted 
with  its  remarkable  resources.   It  will  be  a  valuable  addi- 
tion to  the  reference  library  of  your  school,  and  we  shall 
be  pleased  if  you  will  accept  the  book  for  this  purpose. 

A  perusal  of  its  pages  will  brlrg  the  realization  that 
Warn   England  is  not  decadent  as  sone  would  have  us  bslieYe, 
bat  rather  that  her  future  is  a  question  of  men  and  re- 
sources, auid  New  England  has  both. 

Our  population  is  increasing  at  rather  mora  than  the 
noraal  rate  and  the  alien  influx  is  being  steadily  molded 
into  better  citizenship. 

Uanvifacturing  has  long  been  New  Bngland*s  stronghold, 
auid  the  present  outlook  is  very  bri^t  for  a  continuation 
and  extension  of  this  important  branch  of  her  Industries. 
The  $9,000,000  appropriation  for  the  development  »f  the  Port 
of  Boston,  is  a  step  of  untold  value  toward  the  upbuilding  of 
Boston  and  all  New  England,  by  providing  better  facilities 


[294]  §51 


-2- 

for  oonmarce  and  the  export  not  only  of  our  own  manufaotures 
and  product3,  but  those  of  the  great  Weat. 

As  a  surtuser  resort  we  stand  second  to  none.   Our  un- 
rivalled beauties  of  seashore,  laJce  and  mountain  attractions 
draw  to  us  yearly  increasing  numbers  of  rest  and  pleasure 
seekers  froa  all  parts  of  the  country .   Our  annual  incone 
from  this  souroe  alone  amouats  to  over  sixty  million  dollars. 

You  will  find  the  book  comprehensive  in  detail,  giving 
the  most  complete  stoi-y  of  this  ssotion  of  our  country  that 
has  ever  been  toll,   fe  feel  sure  that  it  cannot  fall  to 
rouae  the  enthuaiasm  and  strengthen  loyalty  to  good  old  New 
Bn«;land,  so  that  while  the  hearts  of  her  citizens,  native  or 
•dopted,  are  filled  with  pride  in  the  achievements  of  her 
glorious  past,  they  shall  also  be  inspired  with  enthusiasm 
and  the  splendid  aaibition  and  purpose  that,  with  "a  long 
pull,  a  strong  pull,  and  a  pull  all  together"  she  sh€tll  be 
raised  to  the  proud  eminence  of  the  most  important  section 
of  our  great  country.   May  we  count  upon  your  hearty  co- 
operation in  disseminating  in  your  sphere  the  principles 
that  shall  tend  to  her  further  advancement? 

We  shall  be  glad  to  hear  that  the  book  reaches  you 
•afely,  and  wishing  you  evary  prosperity  we  remain. 

Tours  for  K«w  Kngland, 


§51  [295] 


THE  PERFECT  BLEND— Dunblllly,  Gomfon  and  Style  In  Erer;  Shoe  Healed  hj  thia  Company 

J^  J  J.sT.  Cousins  Company 


Fine  Shoes  for  Women 


No.  373  DeRalb  Avenue 


Brooklyn,  New  York 


Daled 


irr  IN   itWICK   ROMAN 

TRADE   cur        QUAORU^LC   CAST   SQUARES        CHAf>B0OK  OUtDONS 

AMERICAN   TrrC   FOUNOCRI   COMPANY 


I 


T 


DEAR  MADAU: 

Your  artistic  sense  and  your  knowledge  of  the  fitness 
of  things,  have  often  been  sorely  tried,  we  are  sure,  in 
your  search  for  the  beautiful  and  appropriate  in  wearing 
apparel.  Not  the  least  of  your  trials  has  been  the  diffi- 
culty of  finding  a  shoe  that  is  at  once  stylish  and  durable, 
and  one  that  FITS  THE  ?00T.   Unless  a  shoe  is  very  carefully 
made,  so  that  its  lines  fit  naturally  into  the  lines  of  the 
foot,  the  wearer  will  have  no  comfort. 

The  reputation  of  the  ••••••  shoe  is  the  logical 

result  of  more  than  sixty  years  of  patient,  skilled  workman- 
ship, and  most  careful  selection  of  material.  People  seem 
to  consider  our  shoes  a  worthy  embodiment  of  New  York  culture 
and  refinement.  We  hope  the  compliment  is  merited,  for  we 
make  shoes  as  well  as  we  know  how.  Yet  we  don't  make  them 
quite  as  well  as  we  would  like  to,  for  our  ideal  seems  to 
keep  a  little  ahead  of  us  all  the  time. 

Very  truly  yours. 


[296] 


§52 


CHARLES  A.  M ENTER.  President  MAX  Z.  ROSENBLOOM.Vice-President  DAVID  M.  BRICKNER,  Sec' y  and  Tnas. 

cTWenter  CSJ,  Rosenbloom  Company 

cTkfe/i's  and  Women's  Clothing 

General  Offices:  600  COX  BUILDING 

Rochester,  N.  Y. 

arr  in  bookman  olostyle  and  bookman  rxALic 

AMERICAN  TYPE  FOUNDERS  COMPANV 


Mrs.  Thrifty  Housekeeper, 
Dear  Madam: - 

As  a  woman  of  Intelllgenoe,  economy  and  Judgment,  who 
believes  in  saving  money  and  gotttng  the  best  that  money  can 
buy,  wo  make  a  special  appeal  to  you  at  this  time. 

High  cost  of  living  is  the  worrisome  problem  of  the 
hour. 

Every  man  and  woman  is  confronted  by  higher  prices  for 
food,  rent  and  other  necessities. 

Why  not  save  money  on  your  clothes?  We  will  help  you 
to  do  it.   If  you  give  us  the  chance  we  will  be  only  too 
glad  to  show  ho,v  well  we  can  do  it. 

This  letter  is  a  cordial  Invitation  for  you  to  do  a 
little  investigating  of  your  own.   Your  own  interests  prompt 
you  to  make  this  Investigation  as  soon  as  possible. 

You  will  find  first  of  all  that  we  are  always  working 
In  co-operation  with  you  and  that  we  ceui  bring  you  the  best 
results  in  money  saving. 

This  saving  can  be  made  by  you  without  a  sacrifice  of 
either  style  or  quality.   We  put  only  the  best  materials 
Into  our  clothing  and  guarantee  complete  satisfaction  to 
customers. 

The  credit  account  which  we  allow  you  is  the  greatest 
convenience  in  purchasing,  but  it  doos  not  add  a  penny  to 
the  cost  of  your  clothes.   You  pay  exactly  one  price  whether 
you  buy  for  cash  or  credit  here.   All  prices  ar3  plainly 
marked  on  goods. 

And  while  wo  are  sending  this  cordial  inviLatioii  1:0 
come  and  trado  here,  we  also  enclose  a  dollar  ch^ok  good  for 
its  full  face  value  n       first  purchase  r      Mg  to  |10 
or  ovor.  You  see  we       ;lng  It  an  espoci      oct  for 
you  to  come  and  open  an  aooount  right  away. 

No  matter  what  your  occupation  may  be  this  offer  is  too 
Inporteuit  to  pass  up.   Come  In  and  talk  it  over  with  us. 

Respectfully  yours. 


[297] 


Samuel  i^epmann  Company 

0s\)ko6l),  Tlji&iitoniin 


MT  BY  THE 

POOLE  PRIHTINQ  COMPANY 

BOSTON,  MA3S. 


Dear  liadam:- 

^e  are  asking  this  favor  of  you  in  the  interests  of  our 
business  and  trust  you  may  be  able  to  grant  our  request  for 
aid. 

rjiQ  ^,.„T^.-^,._  v-^„^  „^  ^-'^'"rienoe  have  Diade  us  good 
jud'^c'^^  c  y  kno'ff  from  the  dealings  you 

ha    "  ur  .   \.  J  c     '  do  test  e       •.oe  of 

cl-  •■  the  conr.      .n  of  cur  ,       3.   We 

exa  ..J  z'lO   v;ork:.Aar^i.liip  thoroughly  so  that  there  ii.£.y  be  no 
faults  there. 

But  our  experience  teaches  us  best  to  judge  of  the 
things  that  affect  the  durability  of  the  garment  and  its 
worth,  and  it  is  not  on  this  phase  that  we  want  your  help. 

■^0  one  or  two  styles  were  definitely  settled 
upon  .:      "thing,"  but  to-day  there  are  dozt;n3  of  differ- 
ent modes  that  are  equally  fashionable. 

Prom  the  most  desirable  of  these  modes  we  have  selected 
a.  r        '      line  0  "        ',  and  now  we  are       to  ask  you 

to       ;i  and  new  things  and  -r       your  opinion 

as  tu  jujt  v.liich  styles  you  think  will  be  most  suited  to 
this  particular  locality. 

VThat  we  want  is  first  hand  information,  and  as  you  have 
been  a  resident  here  for  sone  time  and  are  in  a  position  to 
kno?/  tho  \Tant3  of  the  women  of  this  section,  we  have  taken 
the  liberty  of  making  this  request. 

You  may  be  sure  we  will  appreciate  your  efforts  in  our 
behalf  and  trust  that  we  may  have  the  pleasure  of  seeing  you 
here  this  woek. 

Very  truly  yours, 


[298] 


John  Harrington  &  Co. 

Jflorisits; 

439    LAFAYETTE   STREET 
BUFFALO.    N.  Y. 


SET  BY  TME 

POOLE  PRINTING  COMPANY 

BOSTON.   MASS, 


Dear  Madam :- 

Do  you  want  to  irake  thin  Holiday  Sca-scn  eveh  noro  en- 
Joyatle  than  the  last? 

Nothing  will  nora  surely  add  to  your  and  your  friends' 
enjoyment  of  this  festive  occasion  than  flowers. 

There  is  hardly  anything  more  pleasing  to  the  eye  than 
a  Tase  of  rich  cut  floT/ers:  Kosss — Carnations — Poinsettias, 
or 

Several  potted  plajits:  Azaleas — Begonias,  or  a  showy 
Ciclonem  or  two. 

And  80  I  might  go  on  reciting:   Sweet  Peas,  Violets, 
Lilies  of- the -Valley,  et  cetei-a.  But — what  is  far  tetter — 
ooee  in  and  see  the  actual  flowers  and  plants  yourself.   See 
for  yourself  what  an  elaborate  assortment  is  hare. 

I  know  you'll  enjoy  every  minute  while  hers,  as  I  shall 
be  pleased  to  explain  everything  in  detail:   the  different 
varieties — their  peculiarities — their  hlosscining — every- 
thing, and  you'll  be  under  no  obligation  to  me  whatever. 

Why  not  Include  FLOTOHS  in  your  list  of  Gifts  this 
year?  They'll  be  appreciated  as  much — and  more — than  any- 
thing you  could  give. 

Very  truly  yours, 


§55  [2991 


^^>iin]Ki.n  tLnH-arliii]  (Cajn^ni]]) 


287   FULTON    STREET 


PtooUl}in,^.^. 


SET  IN   INLAND  COP*>CIIPLATC  AND  TYPO  GOTHIC       COLLINS  rtORCT 
AMCRICAH   rvre   FOUNDCKS    COMPANY 


Dear  Sir:- 

No  two  men  are  alike. 

You  have  individual  requirements  in  dress.   You  want 
clothing  that  will  add  to  your  appearance,  not  detract  from 
it.   Here  is  where  tailoring  skill  comes  in. 

The  designing  in  our  shops  is  under  the  personal  di- 
rection of  a  member  of  the  firm,  who  devotes  all  his  time 
and  energy  to  this  work.   He  has  an  enviable  reputation  for 
producing  clothing  of  rare  distinction. 

Making — not  selling — clothing  is  our  business.   If  a 
garment  is  made  right  it  sells  itself.   If  we  make  you  one 
suit  you  are  sure  to  come  to  us  when  you  want  another. 

If  you  desire  to  have  the  best  there  is,  come  in  and 
see  us. 

Yours  very  truly. 


[300]  §56 


102  SUMMER  STREET 


^entorti  d^oiotnbo 


■  CT  rN  INLAND  COPPCNPLATE  ANO  (.IQHT  COPPERPLATE  OOTMIO 

LITHOTONE   8H*$3   ftULC 

AMERICAN   TYPE   FOUNOERS   COMPANV 


Dear  Sir:- 

"Between  Hay  and  Grass"  is  the  time  between  crops  and 
profit.  Years  ago,  in  my  business,  it  meant  a  lot  of  old- 
style  left-over  goods  to  be  worked  off. 

To-day  it  does  not. 

Right  now  I  have  a  new  line  of  cloths  for  good  dressers 
who  did  not  buy  what  they  wanted  when  the  season  opened. 
These  cloths  came  to  me  between  the  time  of  my  first  rush  of 
fall  work  and  the  time  of  buying  in  for  the  spring  business. 

A  permanent  and  profitable  business  is  what  I  desire  to 
create  and  maintain.   To  do  this  I  first  have  the  goods  that 
up-to-date  dressers  want,  I  do  good  work  and   get  it  out 
promptly,  and  further  than  that,  1  realize  that  all  men  do 
not  buy  their  clothes  on  any   given  date  cmd  buy  my  stock 
accordingly. 

Call  and  see  me  during  your  lunch  hour  to-day  and  let 
me  show  you  what  "Between  Hay  and  Grass"  prices  are. 

Yours  very  truly. 


§56 


[3011 


35== 


^2= 


^     "ClsibM     ^ 
LV     Stiiiuintnt"      ^ 

^Ib^ff er  tailoring  Company 

Broad  and  State  Streets,  SPRINGFIELD,  III. 

^fe»6>oo  <K>0^^0^00 c^^ 


Dated 


SCT   IM   CLOtXTt*   SLACK  AMO   NEW   CASLON 

CENTUMV   BOROER        mTNATHMORC  ORNAMCNT        CHAP-BOOK  GUIDONS 

AMERICAN  TVrC  fOUNOCRS  COMfANV 


Dear  Sir: 

Correct  clothes  are  not  so  each  a  natter  of  price,  aa 
"brains"  in  the  caking. 

Any  artist  can  daub  paint,  but  the  Rembrandts  and 
Raphaels  are  scarce.   It  took  "brains"  to  paint  the  "Mona 
Lisa." 

That's  the  way  it  is  in  clothes  maJcing. 
We  put  as  much  "grey  matter"  into  the  making  of  your 
clothes  as  tho  watch-maker  into  making  his  finest  watches — 
the  star  lawyer  into  his  pleas. 

And  it  is  not  only  in  the  m^^cing  that  "brains"  play  a 
oonspicuous  part,  but  in  the  selection  of  materials  as  well: 
cloth,  tri.'siiir.gs,  buttons,  etc., — all  must  harmonize. 

Cosie  in  and  let  us  show  you  our  line.  We  know  you'll 
like  it,  because — being  particular  ourselves — we  know  just 
what  will  please  the  particular  mEin.   This  means  no  obliga- 
tion on  your  part  whatever. 

Will  your  next  suit  of  clothes  or  overcoat  be  a 

Yours  very  truly. 


[302] 


§56 


IXlIKeif'/  3w  G^p^cuuuj/ 


i^ivsionv  Daiu 


QJV 


'18  •J'tttmclMV  ^tiaQX'y 

&e.aXX\.<i/,  (X/ttAliinatoji 


Srr  IN  TVPO  8HAOEO 

AMERICAN  TYPE  FOUNDERS  COMPANY 


Dear  Sir:- 

YOU  have  not  given  us  a  chance  to  siit.;  yju  i..  >  r  1 
oloth.0  3  building  is  liko. 

Why? 

It  CGnnot  bor  •■"  -,♦♦*♦♦*  Clothes 

are  no  hiiy;'=ir  in  r  _  ,    for  so-called 

"good"   clothes  anywiiore. 

It  car. not  be  you  are  not  i  "ed — for  v'  rd 

of  a  man.  v.Iio  was   not   r    '  '•'   ^ -.d   .  .. 
prove  his  personal  aj,  j  and 


-  +    ■  -\  ^ 


It  cannot  be   fro-a  lack  of  ^tlc-? — for  we  have 

shown  you  just  ,.«•«*  jtter — the  pains 

we   take   in   the  ^  of  thc:^i  --      ^    v,^„    , 

So  we  writ  .             '                                          "a 

char  '1  ^   t "   p  ~  ?  ,;  '  t 

WD  .A-t  to  roliove  you  ol  ail  your  ololiies 

tr-  . " 

Come    iii  ti.va   xju'a   got  £.j^u.Lj.a  Lud   ii.iyway. 

We'll  1 
We'll  £::.:/  : 

taste — M'ci^lii^r  plain,  co..      ./a  or  -  ju 

you. 

Como  in  KCW. 

Very  truly  yours, 


§56  [303] 


5B>t0(j  (f  lass  a^ustotn  (Tailors 

a^enttal  thrust  ^uildinj 


^ilittnukee,  ]ESis. 


err  in  inland  coppcrplate 

AMERICAN  TYPE  FOUNOCRS  COMPANY 


Dear  Slr:- 

Have  you  ever  worn  a  really  ill-fitting  suit  of  clothes? 

If  you  have,  you  are  the  very  man  who  will  appreciate 
•••♦••  Clothes. 

Tit  is  the  first  essential  in  clothing  and  unless  the 
collar  "hugs"  the  neck  snugly — unless  the  trousers  have  the 
proper  "hang"  to  them — you  will  not  be  comfortable. 

•♦••♦♦  Clothes  are  "built"  on  you--not  simply  for 

you.   The  "Great  Law  of  Average"  is  applied  to  lots  of 
things,  but  not  to  the  making  of  *****  *  Clothes. 

Ho  two  figures  are  alike.   Some  have  one  peculiarity — 
some  euiother.   Consequently,  clothes  "built"  for  one  will 
not  "fit"  the  other.   All  the  little  details  are  taken  into 
consideration  in  the  making  of  *****  *  Clothes. 

♦*••♦•  Clothes  are  made  to  "fit"  right — to  "look" 
right —  to  "wear"  right,  and  you'll  know  what  good  clothes 
service  means  when  you  wear  •*♦••♦  Clothes. 

Will  you  give  us  a  chance  to  "prove  up"? 

Very  truly  yours, 


[304] 


§56 


cJco/tac/  t/L.  LoAil 


aw 


tJcuix 


O-t/ 


JuKtoAon/  oDuiulino',  -VI 8  >J/e>'  tjixula'  (X2<u 


Lxe^tatvd/,  C/nic 


8CT  IN  TYPO  UPRIGHT 

AMERICAN  TYPE  FOUNDERS  COMPANY 


Dear  Slr;- 

Like  a  Uuscovy  Duck  in  an  April  shower — that's  the  way 
you  want  a  raincoat  to  shed  the  rain. 

You  want  it  light,  euid  have  a  smart,  dressy  appearance, 
too.   Something  you  can  easily  carry  on  your  arm,  or  slip 
into  your  traveling  hag — that  will  save  you  a  wetting  when 
it  rains,  and  isn't  a  nuisejice  when  it  don't. 

In  no  other  kind  of  clothing  is  there  such  a  noticeable 
difference  between  made  to  order  and  ready  made  as  in  rain- 
coats that  have  been  worn  a  little  while. 

It  is  such  a  thin,  flimsy,  partly  unlined  thing  that  it 
needs  all  the  art  of  a  skilled  and  careful  tailor  to  make  it 
retain  its  shape  and  smart,  full,  blooky  appearance  after 
much  rainy  weather  and  wear. 

If  you  don't  already  possess  a  raincoat,  or  if  the  one 
you  have  is  not  satisfactory,  it  will  pay  you  to  have  a 
raincoat  talk  with  us  now — before  it  rains  again. 

Yours  very  truly, 


§66 


[305] 


■^^^i^:fJ>i!'J'^^i::^;J!^^.r^:^;yiy;^^^i:y^:;j^ii^:!::<:i;:!i  ~wic  «»7AMi».>nricic  to  nr  Yo.—  dZl 


CUSTOM  XAILOKS 


CCT   IN   CNORAVCKS   SHAOCO        INLAND   BONDIK   NO.    Ml 
AMERICAN   Tift  FOUNOCR*   COMPANY 


Dear  Sir:- 

Wliat  are  the  spring  suits  to  be — especially  for  Easter 
wear?  Tliat's  the  clothing  question  of  the  hour. 

The  coirect  answer  is  found  in  the  fine  assortment  of 
seasonable  materials  we  are  displaying — some  imported — all 
of  them  excellent.   Any  one  of  them  will  make  a  splendid 
suit,  for  they  have  been  chosen  to  conform  to  the  several 
radical  changes  that  have  just  appeared. 

Besides  these  brand  new  patterns,  we  have  replenished 
our  assortment  of  standard  cloths,  therefore  we  are  prepared 
to  meet  the  requirements  of  all  our  customers. 

Those  who  order  their  spring  suits  of  us  now  secure  the 
broadest  selection  without  hurry  or  rush;  a  double  assurance 
of  our  standard  excellence  of  worJcnanship. 

Come  In  to-day  and  examine  these  r.ew  spring  offerings — 
bring  aiojig  a  friend,  too,  if  you  can. 

Yours  very  truly, 

[306]  §56 


illlllllliiilliiilllllllllllllllllllllllillll 


NATIONAL  BANK   BUILDING.  216  SOUTH  STREET 

Jjetxait^  iJlLicniaan/ 


SET  IN  TYPO  SHAOCO  AND  TYPO  OOTHIC       LITMOTONC  BRASS   RULB 
AMERICAN  TYPE  rouNOEHS  COMPANY 


Dear  Sir:- 

You  will  wake  up  some  brisk  morning  before  long,  shiver- 
ing— for  the  frost  king  is  on  hand  with  advance  information 
that  winter  will  arrive  here  on  schedule  time,  if  not  a 
little  earlier  than  usual. 

A  moment's  thought  will  convince  you  that  now  is  the 
time  you  ought  to  order  that  new  overcoat  for  the  winter. 
There's  warm  satisfaction  in  knowing  that  you  are  suitably 
dressed  at  a  time  when  many  other  men  are  sending  hurry 
orders  to  their  tailors. 

We  have  an  assortment  of  the  season's  leaders,  as  well 
as  all  the  standard  cloths — all  selected  by  us  from  the  lead- 
ing manufacturers. 

You  should  regard  coming  here  to-day  emd  selecting  your 
winter  overcoat  a  matter  of  the  same  importance  as  the  keep- 
ing of  a  business  engagement--it  means  a  saving  of  time, 
worry,  and  money  later  on. 

Yours  very  truly, 

§56  [307] 


G.  E.  Peatody  &*  Company 

Custom  Tailors 

National  Bank  Building,  216  SoutK  Street 
Detroit,  Micnigan 


SET  IN  PABBT  OLOSTYLC  AND  PASBT  ITALIC 
AMKRtCAN  TVPC  FOUNDERS  COMPANY 


Dear  Sir:- 

Thsre  are  majiy  times  in  a  man's  life  when  he  is  anxious 
to  appear  at  his  very  best. 

At  such  times  his  first  need  is  an  expert  tailor — for 
the  first  impression  is  made  by  outward  appearance.   If  his 
clothes  are  right  the  way  is  clear  for  him  to  make  good. 

Unless  the  fit  is  right  in  every  particular — unless  the 
collar  hugs  the  neck  as  it  should — unless  the  trousers  hemg 
right — the  proper  balstfice  of  a  man's  individuality  is  lost. 

It  all  depends  on  the  ability  of  the  tailor.   Our  cus- 
tomers tell  us  that  the  clothes  we  make  for  them  feel  easy — 
right — on  all  occasions;  something  they  can't  secure  from 
other  tailors. 

This  is  because  we  have  made  a  study  of  fitting  the 
clothes  to  the  man  to  suit  his  personality,  and  this  is  why 
we  can  serve  you  to  advantage. 

Yours  very  truly, 


[308] 


The  Parkfields  Inn 

HEADQUARTERS  FOR  ACTOMOBILfi  PARTIES 


First-Glaas  Cuisine  and  Service 


trr   IN    BEWICK   ROMAN        PANEL   BORDER        VERSATILE  ORNAMENT 
AMCRICAN    Vrrt    FOUNDERS   COMPANY 


Parkfields,  N.J. 


Dear  Sir:- 

When  you  take  a  run,  run  over  to  Parkfields.   All  roads 
leading  to  Parkfields  are  excellent  roads,  leading  through 
oharming  scenery;  and  Parkfields,  when  you  get  there  is  a 
delightful  town,  full  of  attractionB. 

One  of  the  most  attractive  places  in  Parkfields,  to  the 
motorist,  is  the  Parkfields  Inn. 

You  may  run  a  thousand  miles  «md  not  strike  its  equal 
for  good  oheer,  good  food,  good  service  and  all  the  delica- 
cies, substemtials  and  luxuries  that  appeal  to  the  motorist 
who  knows  what's  what. 

Come  to  Parkfields,  come  to  the  Parkfields  Inn.   The 
glad  hand  for  you  euid  refection  and  refreshments  that  touch 
the  spot  add  to  the  siun  of  your  day's  delights.   Every  sea- 
sonable delicacy  from  every  olime;  the  best  of  sea  foods. 

The  Parkfields  Inn  is  open  all  day  Siinday  and  Sunday 
evening,  with  a  menu  a  la  carte  to  please  every  taste. 

We  promise  to  make  good,  and  we  do  It  too. 

Yours  very  truly, 


[309] 


®f)e  ^enbome  iSetog  ^tanb 


VENDOME  HOTEL 


Boston,  Mass. 


srr  IN  CLOrtTiit  »i>c>t  ano  Ntw  caslon 

ART   OKNAMINTS 

AMcmcAN  nrrc  rouNScits  coHrAHY 


Dear  Sir:- 

You  wish  to  get  your  morning  and  evening  papers  prompt- 
ly and  regularly  every  day. 

It  is  extremely  annoying  not  to  be  able  to  get  your 
favorite  paper  at  the  time  when  you  are  accustomed  to  read 
it.   If  it  is  late,  you  haven't  the  time  to  look  it  over  as 
carefully  as  you  would  like.  And  you  want  to  have  it  de- 
livered in  a  meinner  that  will  cause  you  no  personal  incon- 
venience. 

We  are  the  only  news  dealers  having  a  stand  in  this 
locality,  and  we  give  especial  attention  to  the  delivery  of 
newspapers  at  residences.   If  you  wajit  careful  and  courteous 

■ervice if  you  want  your  papers  delivered  promptly  every 

day then  you  want  Just  what  we  are  here  to  give. 

We  shall  appreciate  a  trial  of  our  service  and  shall 
maJce  every  possible  effort  to  please  you. 

Very  truly  yours, 


[310]  §68 


jfflniiiiiiiiiiiiiiiiiiinmiiiiiiiiiiiiiiiiiiiiiiiiiiMiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiwiiiiniiiiiiiiTO^^^ 

:-  ■ ^..y.iiiimummmiUiiiiiM.u ui,,i,iiumimumim.limmi»mmiiiiii.muli.mu.iuuuummmu,iiiiu»iiimimimii,ii„i„..,i.„i,.iii.u..u,.m ....■.....■■.■i,.,iu,.,..iii,m,i.,.Hii„.i,uuuiluuill.M.lUi.lmi,i.iiuii.mi.iiinUiiiiiu,.i^ 


®fifJ?fnftoinfJlftoBStenii 


Irabing 
Paprrs 
from  llir 
iLirgrr 
(giliri 


inuiiiiiimiiiiiuiiui/iiu»»iuinii»iiiiiim,iiiiiiiij.iiiiii»iii.iiii,iiHi.iiii,i,a 


iniinrnniniiiiii 


srr   IN   CMAUCEB   TIKT        12   point   90*55   RULt   NO.    19212 
AHCMICAN   TTFC   FOUNOCKS   COK^fNY 


Pfnliomf  J&oW 


Dear  Sir:- 

By  special  arrangt:r.ent  with  the  dslivery  company  we  now 
receive  our  newspapers  earlier  than  heretofore. 

We  have  always  endeavored  to  ©"btain  every  possible  ad- 
vantage  for  our  cu53toyner3,  and  we  believe  this  new  delivery 
service  will  be  ai  iJieciated.   Our  whole  attention  is  given 
to  this  district,  where  we  are  located,  and  we  make  prompt 
and  regular  deliveries  morning  and  evening. 

We  make  every  effort  possible  to  merit  the  confidence 
of  our  patrons,  ai-.d  if  you  desire  reliable  service,  with  the 
additional  advantage  of  receiving  your  papers  earlier,  we 
shall  be  pleased  to  add  you  to  our  already  large  list  of 
newspaper  customers. 

Telephone  us  to  call  and  arrange  for  delivery  of  your 
papers. 

Very  truly  yours. 


§58 


[311] 


nz 

nz 

en 


I      I      1      8      »      i      I      r 

TheVendome 


TUL 


1 II IC 


^JL_X_JI_I]CZI      I      EI 


ews 


Stand 


n[:iD[ii]izi]c 


I 


Vendome  Hold 

BOSTON,  MASS. 


srr  IN  CHELTCNHAH  OLOSTYLE  CONOENSCO  ANO  CHELTENHAM  ITALIC 
ART'TILES  AND  OUTLtNE  ART-TriES       STRATHMOflE  ORNAMENT 
AMERICAN  TTPC   FOUNOEHS   COMPANY 


Dear  Slr:- 

You  will  have  to  wait  a  few  days. 

It  makes  no  difference  how  anxious  you  are  to  get  the 
next  Installment  or  special  feature  that  Interests  you  In 
the  magazine  you  have  subsorlbed  for — you  must  wait. 

It  has  been  on  the  news-stands  two  or  three  days--lt 
always  Is,  before  you  get  your  copy.  You  have  paid  your 
money  In  advance  and  you  feel  that  you  ought  to  get  It  as 
soon  as  any  one. 

The  news-stand  editions  of  all  the  magazines  are  always 
out  a  few  days  In  advance  of  subscribers'  copies  by  mall. 
But  place  your  subscriptions  with  us  and  we  give  you  the 
news-stand  edition  the  minute  they're  out,  and  at  lowest 
club  rates. 

Let  us  give  you  the  rates  so  you  can  make  up  a  list  of 
what  you  wish,  and  begin  receiving  them  at  once. 

Yours  very  truly. 


[312] 


§68 


Bennett  &  Morrison 
real  estate 


Special  Attention  to  Care  and 
Rental  of  Property 


trr  IN  MIMBCRS  OP  THE  COPPERPLATE  OOTHrc   FAMrLV 
AMERICAN  TYPE  FOUNDERS  COMPANY 


52  ASYLUM  STREET 

Hartford.  Conn 


Dear  Sir:- 

The  open  air — the  fields — the  hills — the  woods! 
The  call  is  in  us.   Every  fibre  of  the  body  of  man. 


I,  and  child  craves  the  open  air.   All  out-door  Nature 
calls  to  the  Nature  that  is  in  us. 

This  desire  is  often  a  difficult  one  to  satisfy,  but 
here  is  an  easy  way  to  do  it. 

liaJce  Parkfields  your  summer  home.   Here  Nature  has  been 
lavish  with  her  beauties  and  attractions,  and  it's  just  the 
plaoe  for  a  cottage  or  bungalow. 

There  are  many  lots  to  select  from,  and  for  a  small 
outlay  you  can  secure  one,  erect  a  neat  cottage  or  bungalow, 
and  have  a  cool  retreat  all  summer  and  every  summer — one 
where  you  can  live  for  less  than  the  usual  cost  of  living  at 

Parkfields  meets  all  the  requirements  for  health, 
pleasure  and  recreation.   It  is  attractive  and  desirable  in 
every  way — high  elevation,  cool  air,  pure  water,  woods! 

Shall  we  show  you  plans  and  take  you  out  to  see  the 
lots? 

Yours  very  truly, 


[313] 


1 

IM^ 

% 

Bennett  y  Morrison 

^eal  Estate 

Specill  Attention  to  Care  and  Rental  of  Property 

1 

8CT  iN   »A«ST  OLDSTYL£   ANO   PABST   ITALIC        RCNAtSSANCC   ORMAHENT 
AMERICAN  TYPC  POUNDCMS  COMPANY 


Number  52  Asylum  Street 

HARTFORD.  CONN. 


Dear  Sir:- 

Eeal  estate  ia  the  most  secure  Inveatment  in  the  world — 
the  profit  depends  upon  the  management. 

Profitahle  renting  does  not  consist  merely  in  getting 
tenants.   It  means  securing  good,  permanent  tenants,  quickly 
and  at  a  minimum  expense.   Then  your  property  must  be  pro- 
tected against  unjust  demands  euid  careless  usage. 

It  is  our  business  to  rent  property  and  nanage  it  so  a^ 
to  retain  the  tenants  and  maJce  It  yield  the  maxiznam  profit 
for  the  owner.   We  can  save  money  for  yow  on  repairs,  and 
guard  against  damage  and  losses.  We  work  for  your  interest — 
'"—  --  --casing  your  net  profits. 

Property  renting  is  a  business  that  must  be  learned  and 
it  takes  years  of  experience  to  learn  it  thorougjhly.   We 
have  been  at  it  for  twenty  years  and  have  succeeded  in  making 
hundreds  of  properties  pay  bigger  net  cash  profits.   If  you 
a;      ;  atisfied  with  the  returns  on  your  investment  we  may 
be  able  to  show  you  just  where  an  improvement  can  be  Bade. 

Make  BXi   appointment  on  the  enclosed  card  and  talk  it 
over  with  us. 

Yours  very  truly. 


[314] 


S59 


REA.1^  ESTATE 

SPEOIA.L  ATTENTION  TO  CARE  AND 
RENTAJ_.  OF  PROPERTY 


62  ASYLtXM  STREET 

HAKT1FORI9,  C^OIsflV. 


err  in  eNORAVERS  shaded  and  card  mercantile 

AMERICAN  TYPE  FOUNOERS  COMPANY 


Dear  Sir:- 

What  would  you  do  in  a  oase  like  this? 

A  widow  owns  a  property — to  ba  exact,  two  apartment 
houses,  rented  out  to  families.   A  party  renting  one  of  the 
flats  and  paying  regularly,  suddenly  fell  behind  in  their 
rent.   Ten  weeks  went  by,  and  no  money  was  forthcoming.   The 
owner  did  not  want  to  turn  the  tenants  out  for  that  would 
mean  a  certain  loss,  neither  did  she  want  to  risk  losing 
more  money.   She  caoie  to  ua. 

This  is  what  we  did. 

Wo  not  only  kept  her  tenant,  but  got  all  the  money 
owing  and  better  than  that,  kept  the  good  feeling  between 
both  parties. 

That  kind  of  mtmagsment  makes  the  renting  of  property 
profitable,  and  that  is  the  kind  of  business  we  do. 

Property  renting  la  a  business  with  us.  We  have  studied 
it  in  detail.   Oar  equipaant  and  faollitles  are  perfect.   We 
take  the  course  that  will  result  in  greatest  profit  to  each 
of  our  clients. 

Twenty  years  in  business  are  suffioient  reoommendatlon 
to  Justify  your  giving  us  a  chance  to  prove  out  with  you. 

Yours  very  truly, 


§59 


[315] 


I 


Ol)e  (ri)amber5-San6er5on  (TompatxY 

3^eweler5 


bronze  Statuary 


T 


"Gzitphom  :  24-^ 


lET  IN  WABHINQTON  TEXT 

HADE   BV   KEV9TONG   TVPE  FOUNDRY 


Watcb  anb  (TlocK  52taKcr5,  Silversmiths 
"IPlamoni  Setters, "Antique  Tfall  (TlocKs 


1 


^are'ZA.ntlques 


T 


Vcnftomc  building. 

Sandusky.  O^lo. 


Dear  Sir: 

If  your  watch  goes  out  of  commission  while  you  are  away 
this  aumnier,  Just  pack  It  in  a  cigar  box  filled  with  news- 
paper, and  express  to  us  (or  registered  mall)  and  it  will 
receive  our  prompt  attention.   This  method  of  transportation 
Is  perfectly  safe,  and   it  is  much  better  to  have  your  watch 
handled  by  experts. 

If  you  desire  it,  we  will  send  a  watch  for  you  to  vca» 
by  return  express. 

We  do  only  the  very  best  work,  and  our  prices  are 
reasonable. 

We  want  to  take  care  of  your  watch,  and  we  will  guaran- 
tee satisfactory  results. 

Respectfully  yours. 


[316] 


§60 


RUPUS   J.   >VAUt.rNGPORI> 

PRESIDENT 


GBORCB.    H.    'W^AI.l.XNGPORD 
TREASLTRER 


E)E  LUX  COMPANY 


MANUFACTURERS   OF  THE    LUXURIOUS.    UNSURPASSED 


DE      LUX 


CITY    2- 13- A 
,  LOCAL   29-C 


MOTORS 


CITY  SQUARE, 

Baltimore 


BIT  IN  CASLOH   TITLE  EXTENOCO  SERIES 
yAOf  iV  KtVSTONE  TYPE  FOUNORY 


Dear  Sir:- 

Beoause  of  the  growth  of  our  business  in  *****  * 
Motor  Cars  to  its  present  very  large  proportions,  we  have 
determined'  it  will  be  for  the  best  interest  of  our  custoiiiers 
that  we  concentrate  our  resources  and  efforts  exclusively  on 
the  *****  *  line. 

The  situation  in  this  respect  is  one  which  you  can 
doubtless  readily  appreciate.  We  are  writing,  however,  to 
assure  you,  as  one  of  our  customers,  that  this  change  in 
policy  does  not  in  any  way  imply  any  lessening  of  our  inter- 
est in  you  and  your  car.  We  look  upon  you  as  our  customer, 
and  feel  that  our  relations  with  euid  obligations  to  you  are 
in  no  ii;a:u.3r  altered  by  this  change.   We  went  you  to  feel 
that  you  may  depend  upon  the  same  considereticn  at  our  herds 
as  in  the  past,  and  assure  you  that  our  spler.did  facilities 
of  plant  ani  organization  will  always  be  at  your  disposal. 

We  also  consider  it  likely  that  you  will  be  interested 
in  the  ini    ******  as  it  embodies  the  very  1       d 
to  date  on  the  motor  car  subject,  and  we  should  I       in- 
terested in  showing  the  oar  to  yourself  or  your  friends  at 

any  tiuie. 

If  you  have  never  visited  our  Service  Depot  at  *  *  '  *  * 
and  *••♦••  Avenues  wa  believe  it  would  >»  very  inter- 
dating  for  you  to  do  so.   This  building  is       t  a  rival 

•Jiong  retail  automobile  establishments  in  t^  _  pleteness 

Of  its  equipment  for  oaring  for  the  needs  of  the  oar  owner. 

Thanking  you  for  your  past  favors,  and  assuring  you 
that  they  have  always  been  appreciated,  we  remain, 

Yours  very  truly, 


§61 


[3171 


M.  N    SMITH.  PRESIDENT 


H    W.  PATTERSON.  TREASURER 


C    D    SMITH.  PRESIDENT 


J.C    BACHELDER 


F    E    CHICK 


MANUFACTURERS.  IMPORTERS  AND  JOBBERS  IN 


52-56  Summer  Street 


^l]i$ton 


SET   IN   INUtNO   COPrCRPLATC  AND   LIQHT   COPFCffPLATE  OOTHIC 

LITNOTONE   8RASS   RULC 

AMCMICAN   TYPE   FOUNDERS   COMPANY 


Dear  Sir:- 

In  looking  OTer  our  booka  we  find  that  your  watch  has 
not  been  here  for  cleaning  for  twenty-three  months. 

Every  watch  should  be  cleaned  and  freshly  oiled  as  often 
as  once  in  every  eighteen  months. 

A  watch  is  a  very  delicate  piece  of  machinery  -  the 
balance  wheel  makes  300  beats  or  vibrations  each  minute,  or 
18,000  beats  per  hour;  there  Is  less  than  one  drop  of  oil 
used  in  oiling  it,  and  when  this  oil  is  exposed  to  the  at- 
mosphere and  necessary  v/ear  for  a  period  of  from  twelve  to 
eighteen  months,  it  beocxea  dry  arid  hard  and  commences  to 
out  and  wear  the  pivots  and  steel  parts,  therefore  it 
should  be  cleaned  ajid  oiled  again. 

Hoping  you  will  favor  us  with  the  work. 
Tours  very  truly, 


[318] 


§62 


Harry  Burtman.  president 


Robert  Monroe,  secrctary 


Thomas  Stevens.  Vice-President 


GREAT  WESTERN   AUTOMOBILE  COMPANY 


BAL.ESROOMB 

928-30   EAST    BROAD  AVENUE 

TELEPHONE    CONNECTION 


MAKERS  OF   THE 


KENTON  CAR 

Largest  Automobile  Plant 
IN  THE  World 


CABLE   ADDRESS.   'KEYSTONE' 

POSTAL    TCLCCRAPH    AND    WESTERN 

UNION    CABLE    CODES 


NOS.  472-476  SPRING  GARDEN  TERRACE 

Seaford.  Wyoming 


irr  IN   WHITTIEII   aOLD   SCRIES 
HADl  IV   KEYftTOHE  TYPE   FOUNORV 


Dear  Sir: 

Your  automobile  ia  more  valuaoie  Uian  your  watch.   And 
yet  you  would  not  think  of  giving  your  watch  into  the  care  of 
a  locksmith.  Do  not  store  your  motor  car  with  a  tinkerer. 

We  are  experienced  automobile  caretakers.  We  hare  been 
in  the  business  longer  than  any  firm  in  the  city. 

We  f^iarantce  satisfaction;  your  car  always  well  cleaned, 
brasses  brignt,  reaay  for  the  road.   Prices  reasonable. 

Ask  our  customers. 

Very  truly  youru, 


§63 


[3191 


4'! 


Cluett-Jackson  Shoe  Company 

George  H.  Cluett  Walter  A.  Jackson 

Men  and  Women's 


Paterson's  Leading  Shoe  Store 


'"«"='°*  SHOES 


.lii^stj^tiitj^iiiiritiit^ititittAAtTtiimiiiiiiJit^tritlitli 


216  liroadway 

Paterson,  N.  J. 


SFT   IN    MEMBCRS  Of  THE   ■OOOHI   FAMILY        ITAUAN   SOMDEfl 
AMCRICAtI   rrPC   FOUNDEHS   COMPANY 


Dear  Ifadam:- 

Clndarella  was  not  the  only  nor  the  last  of  her  sex  to 
win  by  a  prstty  foot.     It's  being  done  every  day. 

A  baautlful,   wall-shod  foot  appeals  Just  aa   forcefully 
to-day  as  in  tiie  ti«3  of  Cindaralla.     The  Prinoe  linew  what 
he  waa  about  when  ho  chosa   the  girl  who  wore  trim,   pretty 
footv/ear.     Ha  loiew  that  sha  would  malte  him  a  good  wife.     And 
if  hs  had  Ic;:  at   the    ••••••  shoes,   h«  would  have 

stipulated  t.  j  wear  them. 

Have  you  evar  pictured  In  your  mind's  eye  the  style  of 
shoe  you  vva.itod  and  tha  way  you  wanted  it  to  look  on  your 
foot,  lad  to  find  the  shoe  to  fit  the  t'    "        ?     I've 

done   1  a  tires,   but  wh&n  I  want  to   tha  -  'a  and 

asked  to  tvy  on  real  shoes,   they  always   fell  fii.r  siiort  of  th« 
picture.      It  seeuiod  as  if  tha  shoes  were  all  made  for  som* 
other  shaped  foot. 


Since  I  have  known  about   •♦♦*••  shoes,    I  know  what 
it  is  to  woar  a  boot  of  lovsly  lines,   one  that  oonfonas  to 
my  foot,   yat  haa  tha  snappy,   oorrect  style  whioh  so  appeals 
to  a  particular  woman»-th3  look  which  makeg   It  a  pleasure 
to  aT)paar  in  tiie  newest  walking  costume,  with  short,   soant 
skirt. 

There's  a  last  in  every  style   to  fit  your  foot,   and  a 
style  ill  S73ry  last  to  fit  y;our  Individuality^     Th«y  hars 
that  mada-to-order  look,    tooT 

Yours  vsry  sincerely, 


Per  THB   •   •   •   ♦   •   •  COllPAiTY 


[320]  §64 


Carrington  &  Company 

THE  FAMILY  SHOE  STORE 


QUALITY    FOOTWEAR    FOR   DISCRIMIN ATtNO   PEOPLK 

LOW   VAMP  SHOES    FOR   THEATRICAL   PURPOSES 


SCT   IN   COPPERPLATE   OOTHtC   AND 

HCAW   COPPERPLATE   OOTHiC        ITALIAN   BANDS 

AMCniCAN  TYPE  FOUNOCKS  COMPANY 


sec  SOUTH  STREET 


Memphis,  Tenn. 


Dear  Uadain: 


There's  a  oheery  little  pair  of  •  •  •  *  *  *  walking  boota 
waiting  for  you  at  the  dealer' s--mad.e  for  jou,  to  Jfour  taste 
and  i^our  style;  Just  the  thing  to  wear  with  that  smart,  new 
trotteur  gown  you've  had  sent  home. 

You'll  love  them  when  you  see  them;  they  have  exactly 
the  look  you've  heen  thinking  about  for  that  purpose-- 
mannlsh,  but  nothing  lacking  in  grace  and  daintiness  for  all 
that.  As  Rebecca  would  say,  they  seem  to  be  shrieking  aloud 
for  you  to  come  and  buy  them. 

When  you  look  over  the  walking  boots,  you  will  be  so 
pleased  that  the  sympathetic  salesman  will  show  you  some  of 
the  dress  models,  and  then  you  will  be  lost  for  sure.  A 
shoe  for  every  occasion,  and  positively  thn  b;:;3t  for  that 
ocoasion,  *   *   •   *   *   *^    every  one  of  them. 

Besides,  here  is  a  secret  I  haven't  told  you  before: 
The  •••♦••  are  so  unbelievably  reasonable  in  price  that 
you  need  no  longer  feel  that  horrid  pricking  of  the  oon- 
Bcienoe  that  you  have  tried  to  down  heretofore  when  you 
indulged  yourself  In  the  kind  of  boots  your  taste  demanded. 

STYL3,  COMPORT,  M0D3RAT3  PRICE!   You'll  be  the  envy  of 
your  most  fastidious  friends. 

DO  go  and  look  at  those  walking  boots. 

Yours  very  sincerely, 


§64 


1321] 


Gilbert  ^  Sherman 

Dealers  inO  noes  for  jVLen  anavvomen 


so  State  Strett 

9^innea^o1is,  9^inn. 


srr  IN  PABtr  oiosTYLr  and  ^asst  italic 

AMCMlCAN   TfH   FOUNDERS  COHPAHT 


Dear  Sir:- 

As  I  have  not  had  the  pleasure  of  seeing  you  In  our 
store  lately,  which  may  be  due  either  to  the  fact  that  you 
have  not  been  in,  or  that  I  was  engaged  wu^ii  ^uu  uctLicu,  jl  u 
occurs  to  me  that  perhaps  you  have  not  looked  over  our  fall 
and  winter  lines. 

In  all  my  many  years  in  the  shoe  business  I  have  never 
handled  such  an  attractive  line  of  shoRn  as  tho  fall  nn?^ 
winter  styles  of  tha  ******.   ^jig  iaa.a  are  particularly 
good,  and  they  will  be  sure  to  appeal  to  your  artistic  sense. 

Some  of  these  lines  of  the  fall  shoes  are  going  to  be 
very  rapid  sellers,  and  as  I  know  that  they  are  the  kind  of 
shn-if!  fTit  m'nal  to  you,  I  want  to  suggest  that  you  look 
in  as  soon  a3  jdu  oan  make  it  possible,  so  that  you  may  be 
fitted  and  suited  before  the  line  begins  to  run  out. 

Very  respectfully, 


[322] 


§64 


'^(><3>)()gr:>)0<:i>oo<^:>0()<:=>0(><3>oo<rr>oo<^r>0()<=>0(><r^ 


George  B.  Downes 


Superior  Service  Guaranteed 

to  Cufltomera 

Leading  Shoe  Store  in  St.  Louia 


DEALER  IN  MEN  S  AND  WOMEN'S 

High  Grade  Shoes 


CORNER  STATE  STREET  AND  BROADWAY.  ST.  LOUIS.  MISSOURI 


^()<i>)O<:::>00<3>0()<c=>co<c:^K)0<rr>O(H=:^>«(><::^O(><rr'OO<:^>«()<^ 


SCT   IN   PABSr  OLDSTVLE  AND   PABST   ITALIC        STRATHMORC  ORMAMENTS 

□  ELLA   ROBBIA   BORDER        CMAP-BOOK  OUlDONS        INLAND   eOROCR   N03.  Mt   AND    1341 

AMERICAN   TYPE   FOUNDERS   COMPANY 


Dated  Y 


I 


Dear  Uadam:- 

Aaerioa  leads  the  world  in  artistic,  correct  shoe  msik- 
ing,  and  the  new  models  of  *****  *  shoes,  lead  America 
in  every  point  that  most  appeals  to  woaen  of  taste. 

The  designer  of  *****  *  shoes  is  an  artist  and  an 
enthusiast.  He  has  spent  a  lifetime  studying  the  human  foot 
and  how  best  to  bring  out  Its  beauty  lines.  This  designer 
man  says  he  is  going  to  keep  on  studying  and  improving  the 
•*♦*♦♦  shoes  until  every  woman  in  America  will  want  a 
pair  Just  to  see  how  attractive  her  foot  can  look. 

It  really  doesn't  seem  as  if  anything  could  be  more 
completely  satisfyin.^  than  the  new  models. 

The  materia.u„,     .  that  go  \r\\n   n-io.TP  c'h-.o.q  .ij-.-.  as 
good  a^  '    _j----i-        •-g^j  hiduu,  " 

people  wiio  iiid  tiieir  worJC  and  1.'       oattar  T,iiaa  a.;y- 
one  else  ever  knew  it.   The  velvet  oaas  are  velvet, 
velvetlne,  and  the  buokskins  are  d;         i  there  are 
the  tans — but  why  say  more? 

You  simply  can't  resist  them. 


§64 


(3231 


iiiiiiiiiiiiiiimii iiiiiffliiiiiiiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii 


iiiiiiiiiiiriiiiiiiiiiiiiiiiiiiiiiiiffliiiniiiiii iiiiiiiiiiiiiiiiiiiiiii 


THE.  LDI50N  LLLCTRIC  ILLUMINATING 
COMPANY  OF  BOSTON 


GLNLRALOFFICL5:No.39  BOYL5TON  5TRLLT 

ADDRL55  ALL  COMMUNICATIONS  AND  COMPLAINTS  TO  THIS  OFFICL 


WE.  ARt  PRE-PARLD  TO  FURNISH  INFORMATION  AND  SUGGESTIONS  RELATIVE.  TO  THE  INSTALLATION  OF  ELECTRICITY 


g"'""""""""""""' '"™i" ' iiiimiiimmiiiiiiiiiiiii iiiiiiiiiiiiiiniiiiiiiiiiiiiii imiiiiii iiiiiN [Illllllllllllllllllllllllllll I II Illllllll Illllllllllllllll I I IIHTIMimfia 


Srr   IN   •ULFINCH   OLOSTYLE       TWEMTICTH   CCMTURY  ORNAMCNTS 
AHCmCAN   TTPE   FOUNOCRS   COMPANY 


Boston,  Mass. 

Dear  Sir:- 

I  hope  you  will  not  think  I  am  encroaching  unduly  upon 
your  time  if  I  call  the  following  matter  to  your  attention. 
Has  it  yet  heen  brought  to  your  notice  that  the  price  of 
electricity  throughout  this  Company's  entire  territory  is 
to  he  reduced  this  morning  from  11  cents  to  10  cents  per 
kilowatt  hour, --a  drop  of  naarly  ten  per  cent? 

Have  you  any  fault  to  find  with  the  Edison  service? 
Is  there  anything  I,  personally,  can  do,  or  this  Company 
cein  do,  to  improve  our  service--to  satisfy  you  better? 

I  would  esteem  it  a  privilege  to  hear  your  criticism  on 
your  electric  supply,  or  your  criticism  of  any  representative 
of  this  Company  with  whom  you  come  in  contact. 

I  am  enclosing  a  stamped  addressed  envelope  for  your 
convenience.  I  earnestly  solicit  an  expression  of  your 
views  or  suggestions,  or  any  helpful  advice  to  the  end  that 
the  service  we  render  may,  if  possible,  be  improved,  or  that 
your  relations  with  our  employees  may  be  made  more  pleaseuit. 

Yours  very  truly. 


[324] 


JOHN  FENNELL 

IMPORTER 

175  DEVONSHIRE  ST..  AND  136  ARCH  ST., 

BOSTON.  MASS. 


8ET  IN    LIGHT   PLATE  GOTHIC  8ERIE8 
BARNHART    BROTHERS    »     SPtNOLER 
TYPE  FOUNDERS 


Dear  Slr:- 

The  idea  that  atout  thla  time  you  will  be  making  your 
purchases  of  wines  and  liquors  for  the  holidays  prompts  me 
to  send  you  the  enclosed  special  price  list. 

During  the  holidays,  of  all  times,  you  want  the  best 
there  is — for  "Christmas  comes  but  onoe  a  year."  This  is  a 
time  when  you  wsmt  to  offer  your  old  friends  a  taste  of  hos- 
pitality that  has  the  flavor  of  real  good  fellowship.   Thare 
Is  something  about  a  sparkling  beverage  that  cements  friend- 
Bhip  and  maJces  for  real  good  cheer  and  merriment. 

For  over  forty  years  I  have  been  supplying  the  best 
families  in  New  England  with  choice  wines  and  liquors,  emd 
the  big  business  I  have  built  up  is  due  to  personal  selec- 
tion of  all  my  goods.  I  know  Just  what  New  England  people 
want  and  have  prepared  this  special  list  to  Include  none  but 
brands  of  high  quality,  and  the  prices  are  special  for  the 
holidays. 

A  bottle  of  choice  wine  is  always  appreciated  as  a  gift, 
and  I  suggest  that  you  Inoluda  in  your  order  a  few  bottles 
to  remember  your  friends  with. 

Pick  out  what  you  want  from  the  list  and  send  your  order 
as  soon  as  you  possibly  oein — don't  wait. 

Yours  very  truly, 


§66 


[325] 


BaiiD  ilortl)  Company 

(^olD  and  t)iltjer0mtti;0 

PtoDlDcncc,  E.3. 


SCT  IN   CA9LON   TCXT        COLLINS   FLORCT 
«Mt*iCJ>N   TVPC   rOUKDIltS   COHPANV 


Dear  Sir:- 

Ycur  rc^Ti^st   for  our  new  ectrlift  h?,3  Just   corns   to  ny 

ne- 

a  buy  as  much  for  $2  as  the  retailer  can  give  you 

X  o  r  ^  o  . 

Before  you  i-o-f"!-  +^  the  pic*^"-''-  ^"-^  tm-i^,,.,  j  wish  you 
irould  rear  the  1         Is  on  !  ■  back  cover, 

also  r-  '  •  '--"  ^  -  '•^  -'-  

will  1 

lu1  "  Is 

arc 

will  i  y  Uiings  that  will  make  delightrul 

gifts  .    . 

Pirst  of  8,11  I  warit  jon   to  feel  ti?at  we  are  determined 

to  is- 

fac  jse 

has  be  if 

you  ex ,  ^.,.,... clings 

with  us,  I  '.rant  you  to  write  me  7.   It 

is  the  poT  •  •■"  .,^>  ♦  •  *  •  ♦  •  tha_^  „,^^                 ha^e 

oause  for       int,  euid  I  make  it  my  '  :^  to 

see  that  no  cciuae  exists. 

We  W-+  ^-  ..-  ^.,<v-  — -,«  ^^A    tv^.!.  Q^  your  friends,  not 
only  now  if  you  will  send  us  a- 

trl'-'    •  .  .    .    , 

so  I 

i  ,  .     _  ,  -'lat 

the  full  amount  of  your  remittance  is  returned  to  you. 

You  V     -  ,  ^ 

of  the  f>-  ;: 

of  '  an  addressed  envelope  and  ring  size  card 

wil' 


Yours  very  truly. 


[326]  §67 


m 


pairb  i^ortf)  Companp 

^rotJibence,  ^.  3. 


SCT  (N  CLOSTER  SLACK      VERSATILE  OHNAHEHTS 

ART-TILE  TINT   rORMCRS 

AMERICAN   TYPE  fOUNOEIIS   COMPANV 


-cnuest  csire  atout  three  reehn  b^,o,    ard  I  ir-.r-^- 


V 

t 


u  will  find  it  a  source  of 
-  fri«Tid.i  you  are  -prettj   suro 


1- 


c 

J 


3 


-O        l^ZXkv'JSJ        IJJIC—    Uilil^t.        XVT»»;:i  VliV^lt       JVyiA        fTV*AA»^       i^^O^ 


'-.t 


■  a.      I; 


But 


t.ioles   and  th« 


J        1    r 


■-t 


price 


list 


in    tha    oataiug  covers    tli«   «*iiiiii:»   oust    to  you. 
Yours   Tery    truly, 


§67 


[327] 


The  Waldron  Piano  Company 


■lAKER  S   OF   THE 


Hitf  h  Oradc  Pianos  and  Piano  Pla>'PPH 

puRNiTune  exHiBiTioN  auitoiNa 

1411  Michigan  Avenue,  Chicago 


tCT   IM    LtTNO   ROHAN,    LITHO   BOLD  ANO    BLAIft 
AMKHICAN  nft  POUNOCftSaCOMPANV 


Dear  Sir:- 

Your  request  for  the  •♦••••  PIANO  BOOK  haa  been 
received,  and  we  are  pleased  to  aail  you  one  under  separate 
cover.  When  you  receive  this  'boolc,  we  kindly  ask  that  you 
carefully  read  it  from  be      ;  to  end.  By  so  doing,  you 
will  thoroughly  understand  .-.  -.athod  of  doing  business. 

TIIE  QUALITY  OP  OUR  PIANOS  la  of  the  very  highest  char- 
acter.  It  has  been  highly  coamanded  by  the  world's  most 
renowned  of  musical  artists.   It  la  a  piano  that  will  grace 
any  parlor.  Thousands  of  thsra  have  been  sold  to  the  best 
faciilies  in  the  United  States,  and  they  have  carried  gladness 
amd  happiness,  in  the  form  of  music,  to  the  homes  wherever 
they  have  gone. 


We  ask  you  to  compare  the  ••••*♦  with  any  other 
piano.  Have  your  friends  see  it  and  play  on  it.   If  it 
does  not  come  up  to  your  expectations  In  every  respect,  if 
you  are  not  thoroughly  convinced  that  you  have  saved  one- 
half  of  your  piano  money  by  availing  yourself  of  our  whole- 
Bale  manufacturing  price,  we  do  not  want  you  to  keep  the 
piano.  You  may  return  it  and  we  will  pay  all  expenses.  You 
are  not  under  the  least  o'  "    '.on  to  buy  when  you  accept 
our  THIRTY-DAY-PREE-TRIAL-     .  We  want  you  to  first  feel 
sure  that  the  ♦♦♦•••  piano  is  an  instrument  of  the 

t  artistic  quality  and  that  it  la  all  and  more  than  we 
for  it. 

We  are  atsolutely  responsible,  and  do  exactly  as  we 
promise.   In  proof  of  our  assertion,  we  refer  you  to  letters 
from  two  of  the  largest  banks  in  Chicago,  printed  on  page 
twelve  of  our  catalogue. 


[328]  §68 


-2- 

Our  terms  are  the  most  liberal  ever  made  upon  a  piano 
of  conceded  artistic  superiority.  Por  many  years  the  •  •  • 
piano,  like  all  other  high  grade  instniissnts,  was  sold 
through  j others,  dealers  and  agents  who  always  made  large 
profits  on  each  piano  they  sold.   But  now  we  no  longer  do 
business  with  these  middlen'.en.  We  cotr.e  to  you  direct  and 
absolutely  save  you  the  profits  that  formerly  went  into  the 
dealers'  pockets.   Thus  our  pianos  are  now  sold  DIRECT  FROM 
OUR  FACTORY  TO  YCUR  EC5IE  and  at  a  pries  just  covering  the 
cost  of  material  and  workmanship  to  which  is  added  our  one 
small  profit. 

When  the  piano  is  placed  in  your  hone,  you  are  priv- 
ileged to  test  it  for  thirty  days  before  you  are  asked  to 
decide  to  keep  it.   If  you  select  style  1   '  "  J?. 00  the 
tenns  are  $5.00  per  month;  on  style  2  at  ,__....),  the  terms 
are  |7.00  per  month;  on  style  3  at  $246.00,  the  terms  are 
flO.OO  per  month.   Should  you  select  the  ♦••♦♦*  Self- 
Playing  Piano  at  $378.00,  the  tonus  are  §25.00  per  month. 
WE  DO  NOT  CHARGE  IOT3REST,  AND  there  are  no  extras  of  any 
kind  for  which  we  ask  you  to  pay. 

Many  a  home  is  without  a  piano  simply  because  the  re- 
tail dealer  charges  too  much  for  a  hi;  -    ' 
like  the  ♦  •  •  •  *  ♦  but  our  plan  of  :     ^  THE 

FACTORY  TO  THE  HOME,  puts  the  artlstio  •••••♦  Piano 
within  reach  of  all.   Here  is  your  opportunity  <  '       'ing 
a  piano  that  carries  with  It  a  reputation  for  e^  ^     .  iJ. 
durability,  am  instrument  that  has  stood  the  test  for  msuiy 
years  and  is  backed  by  a  bond  and  guarantee  for  ten  years. 


§68  [3291 


-3- 

By  means  of  our  catalog,  you  can  select  the  plajio  you 
want  ,T  "'  the  pianos  were  actually  before  you,  for 

the  ii  are  colored  photographs,  and  the  exact  re- 

productions of  the  pianos  themselves. 

There  will  be  no  agents  and  collectors  to  bother  you. 
If  you  purchase  the  piano  after  a  month's  free  trial,  you 
may  si;:;rly  rcn^it  us  the  payments  by  mail  each  month  until 
the  veiy  low  price  is  completely  paid.   YCU  WILL  HAVE  NO 
IKT2K23T  TO  PAY.   Other  firms  do  charge  interest  on  time 
pay.'T-.its,  and  this  increases  the  cost  of  a  piano  from  $30.00 
to  C-^0.00,  depending  upon  the  price  and  the  length  of  time 
required  in  which  to  pay  for  it. 

Pill  out  one  of  the  order  blanks  sent  with  our  piano 
book,  send  it  to  us,  and  we  will  ship  you  any  piano  you  may 
select  on  thirty  days'  free  trial  right  in  your  own  home. 
It  will  cost  you  KOTHIHG  POR  EXAMINATION. 

If  you  are  in  a  position  to  send  CASH  WITH  ORDER,  we 
will  allow  you  the  benefit  of  our  $15. 00  reduction.  By 
sending  the  full  amount  you  need  not  consider  the  sale  as 
binding  until  the  expiration  of  thirty  days,  at  which  time, 
if  you  are  not  delighted  with  the  piano,  you  may  return  it, 
and  wn   will  send  you  a  check  for  the  money  you  have  sent  us, 
and  we  will  pay  the  freight  charges  both  ways. 

Thanking  you  very  kindly  for  your  inquiry,  hoping  we 
■•7  have  the  pleasure  of  hearing  from  you  by  return  mail  with 
your  order,  and  assuring  you  that  same  will  receive  our  most 
careful  and  prompt  attention,  we  remain, 

Very  sincerely  yours, 


[330]  §68 


EDWARD  B.  WALDRON,  Proldcnl  JAMES  FRANKLIN  LACKEY.  VIm  Pnaident  T.  8.  Ql'IRK.  Sec.  A  Treu. 

THE  WALDRON  PIANO  COMPANY 

Makers  of  the  V^/     /V    I    i  1)  tc  I    I  |\   High  Grade  Pianos 

1411  Michigan  Avenue 
CHICAGO.  ILL. 


err  tN  franklin  Roman  series 

BARNHART    BROTHERS   A    SPINDLER, 
TYPE  FOUNDERS. 


Dear  Sir:- 

It  occurs  moro  often  than  one  would  suppose  that  the 
****««,         ^(,  mall,  fails  to  reach  the  person  to 
whom  it  is  f        .   It  is  a  catalogue  of  beautiful  art 
exterior  a*  d  a  voluuie  most  attractive  and  interesting  as  ap- 
plied to  the  subject  of  pianos. 

Having  received  no  response,  we  fear  the  catalogue  ad- 
dressed you  has  not  reached  its  intended  destination. 

That  you  nay  not  think  us  negligent,  we  write  to  inform 
you  that  we  can  forward  another  if  the  first  was  not  re- 
ceived. 

In  this  catalogue  wo  have  endeavored  to  state  facts 
concerrirg  r'-  --,  their  construction,  tone  qualities,  price 
and  tenr.s  of       t.  We  have  done  this  so  plainly,  it  would 
seem  as  t"  -  ■;      -y  tho  most  critical  r.iu.<5ician 

as  to  pi'.:  t   careful  and  shrewd  pur- 

chasers as  to  price  and  terms  of  payment. 

From  your  former  letter,  we  presume  you  had  the  piano 
subject  woll  in  mind.   If  so,  we  wish  ycu  would  advise 
whether  or  not  you  received  our  catalogue.   If  you  did  not 
receive  it,  then  we  shall  be  glad  to  mail  another  one.  You 
may  then  look  it  over  and  make  selection  of  tho  style  of 
piano  most  pleasing  to  you,  sending  us  your  order,  using  the 
enclosed  order  blank.   All  we  ask  is  that  you  give  us  the 
privilofTo  of  c}  ■      to  you,  free  of  all  expense,  a  piano 
that  will  be  th      t  counterpart  of  the  one  you  may  have 
chosen. 

Do  not  hesitate,  fearing  a  risk  in  so  doing,  or  that 
we  may  entangle  you  in  some  way.   It  is  to  allay  just  such 
impression  or  suspicion,  we  begin,  as  it  were,  strangers, 
that  we  publish  on  Page  12  of  the  ♦♦•♦•♦  catalogue  bank 
letters,  showing  both  our  character  as  men,  and  our  respon- 
sibility as  to  finance. 

If  our  catalogue  reached  you,  please  read  these  baink 


[331] 


-2- 

Ittters.  We  can  "read  our  title  oTr-^.r"  in  the  school  of 
piano  manufacturing.  Wo  were  es*      dI  In  1842.   Th3 
******  Piano  Manufacturing  C,    .y,  now  In  the  sooond 
and  third  generations,  horn  and  reared  in  the  piano  world, 
always  and  ever  Piano  men. 

Surely  those  Columbian  World's  Pair  Awards  alone  (see 
oatalrspri^  Pages  14  and  15)  are  proof  of  the  value  of  exp3rl- 
f»noe,  for,  in  this  casa,  it  produced  a  piano  that  net  the 
World's  coTipetitlon,  ani  won  a  trluaiphant  victory.   "The 
high  tone"  of  this  airari  proves  the  "grand  tone"  of  the 
♦••••♦  Piano. 

We  are  worthy  of  your  confidence.  There  is  positively 
no  risk,  no  responsihility,  no  expense  on  your  part.   All  we 
ask  is  that  you  unbox  the  piano  when  it  is  received.   Give 
it  a  place  in  your  home  for  thirty  days.   Become  familiar 
with  it.   See  its  fine  workmanship,  the  beautiful  case;  and, 
most  Important  of  all,  hear  its  superb  tone. 

We  believe  that  this  piano  may  make  itself  so  agreeable 
and  so  pleasant  in  its  tone  quality,  that  you  will  give  it  a 
permanent  home.   EoT/ever,  if  it  fails  to  meet  this  e:cT}ecta- 
tion  and  our  hope,  then  notify  us,  and  it  will  be  rer.oved  at 
once.   Is  this  a  fair  proposition  for  you?  We  believe  you 
will  agree  with  us  that  it  is. 

We  should  be  pleased  to  hear  from  you,  and  should 
gladly  answer  any  and  all  questions  you  might  ask. 

Yours  very  truly. 

Note:  After  reading  the  **♦♦♦♦  catalogue,  we  trust  you 
may  feel  that  we  are  as  worthy  of  your  confidence  and  can  as 
safely  trust  us  in  the  matter  of  a  piano  selection  as  we  are 
willing  to  trust  you  when  we  offer  to  ship  you  a  piano  on  30 
days'  trial,  free  of  all  expense  and  responsibility  to  you; 
in  addition,  to  sell  it  on  liberal  terms  extending  through 
two  or  three  years. 


[332]  §68 


nm^ 


3  c 


3   1= 


3    1=1   C 


WILBUR  STOCK  FOOD  CO. 


READ  THIS  LETTER 

MiLWAincBE.  Wis..  Nov.  17.  1904 
WiLHim  Stock  Food  Co. 

Genllrmrn—Onr  •Ix  hurwe  t«am  of  Peirherona. 

»wiird.'d  iirwt  prize  nt  thi'  Wortd'a  Fair.  St.  Louiji, 

kfiil  lit  InU-mutlonul  Huran  Show,  Cbicairo.  were 

fi'i]  uii  Wllbur'a  Stuck  Fuod  durinir  entiro  iieiuon. 

YuuTH  very  truly, 

FABtrr  Brkwinq  Co. 
Jumt'H  G.  Boyd.  Supt.  o/  StabUji. 


Our  Stock  Food  is  Recognized  as  the  Best  on  the  Market 

THE  PABST  FAMOUS  SIX  HORSE  TEAM  OF  PERCHERONS,  RAISED  ON  WILBUR'S  STOCK  FOOD 


n 


3    C 


H     C 


n  a  c 


■  CT  IN   MCMDERS  OF  THE  CENTURY  FAMin 
CENTURY  RORDCR       MONOTONE  BORDER 
POOLE  RRtNTINO  CO.,   ROtTON.   MASS. 


151-159  Huron  Street 

Milwaukee,  Wis. 


Dear  Slr:- 

I  a-Ti  writing  you  this  personal  letter  because  our 
president  tells  me  he  has  written  you  before  but  so  far  has 
received  no  reply  from  you. 

Did  you  fully  understand  our  groat  offer?  Please  rei-^em- 
ber  you  can  have  the  $1.00  package  of  *****  •  Stock  i'ood 
free  if  you  want  it  without  accepting  our  special  Ne.?  YorJc 
Standard  watch-free  pall  offer,  but  I  certainly  feel  that 
if  you  fully  understand  what  a  splendid  proposition  we  are 
making  you,  you  will  surely  accept  our  prcaiua  mouey-making 
plan.   I  know  positively  that  after  you  have  carried  your 
watch  awhile  and  knov/  for  yourself  what  a  perfect  tiiaspiece 
your  J\'e-.7  York  Standard  watch  is,  and  after  you  have  fed  our 
food  for  a  few  days  and  see  exactly  why  it  keeps  r^^  ""'"e 
stock  healthy  and  growing  at  practically  no  cost  .,      r, 
you  will  be  so  pleased  with  your  presents,  including  the 
$3.50  -  25  lb,  pail,  that  you  will  sui-ely  speak  a  good  word 
for  us  to  your  friends  and  neighbors. 

As  a  special  extra  present  to  your  wife  I  am  also 
going  to  ship  right  with  your  goods  a  beautiful  6  piece 
Dresden  table  set  'ly  like  ;  -d  if 

you  accept  our  of;\.i  ...^^...i  5  days,   i^j..^^^  ^^u^,   v. . .  coupon 
frx)m  circular  and  mail  with  Letter  of  Aocsptance  for  stock 
food.  This  magnificent       ■>  table  set  is  as  valuable 
auid  useful  a  present  as  j-^.  ..ife  could  have. 

Also  I  want  to  again  call  your  attention  to  the  really 
solid  val"-'  ■-> "  the  handsome  New  York  -■■"■  'i-i  ■■•■'<-  ■'.  -  i 
please  i      r,  this  is  identically 
is  carried  by  thousands  of  engineers  and  irairuaen  all  over 


§69 


[333] 


-2- 

the  world.  It  contains  patent  dust  liand  and  regulator.  It 
is  3  oz.  in  weight  and  has  heavy  beveled  crystal  (open  face) 
and  double  a\xi.K  dial.  It  has  jointed  screw  back  aud  is  a 
stem  set  watch.  Each  separate  part  is  scientifically  tested 
before  it  leaves  the  factory.  On  the  back  of  the  watch  is  a 
beautiful  engraving  of  a  locomotive  and  with  its  seven  jewels 
it  maizes  a  aatch  that  is  perfect  in  every  detail,  and  we  offer 
it  to  you  ABSOLUIiiLY  PRliE. 

Now  besides  giving  you  this  watch  and  the  table  set 
to  your  wife,  you  are  also  to  have  your  full  size  25  lb. 
pail  of  ♦  •  *  •  •  •  Stock  Food  free  of  all  chartij.   You 
ali"eady  know  what  a  wonderful  conditioner  and  feed  saver 
******  Food  ia.  You  know  that  it  is  acknowlodged  by 
300,000  stock  raisers  who  use  it  daily  to  be  the  greatest 
conditioner  on  the  market  for  horses,  cattle,  hogs,  snoep 
and  poultry.   It  ia  a  positive  preventive  of  all  atock  dis- 
ease and  a  few  days'  trial  will  show  you  beyond  all  doubt 
that  less  than  one  ounce  a  day  of  *****  *  Stook  it.  ji 
fed  to  each  euiimal  will  not  only  keep  your  stook  healtliy, 
increase  your  milk  supply,  fatten  your  hogs,  make  your  beef, 
pork  and  mutton  worth  more  per  pound  on  the  market  and  keep 
your  horses  and  oolta  in  fine  sleek  condition,  but  it  will 
also  prove  to  you  that  •♦♦♦••  stock  Food  ACTUALLY  COSTS 
LE33  TilAJil  Oi^ii  Cii.'iT   A  DAY  to  feed  each  anijuil  and  will  save 
you  dollar  after  dollar  which  you  now  lose  in  undigested 
food. 

•*♦♦*♦  Stock  Food  ia  highly  concentrated  and  is 
made  from  the  very  purest  of  herbs,  seeds,  roots  and  barks. 
It  enriches  the  blood  and  acts  gently  on  the  stomach,  liver 


[334]  §69 


-3- 

and  bowala,  digaatlng  all  tlie  food  and  removing  tha  causa 
of  any  irritation  which  very  often  provaa  serious  if  let 
alone.  We  have  thousands  and  thousands  of  letters  on  file 
in  this  office  which  we  would  be  pleased  to  show  you  at  any 
time.  These  letters  are  from  stock  raisers  who  have  fed 
******  Food  all  the  way  from  one  to  twenty-five  years 
and  they  are  getting  results  in  good  hard  dollars  and  cents. 

Now  all  we  ask  is  that  you  coapars  our  offer  with  any 
that  you  ever  before  received.   We  actually  leean  to  give 
you  a  beautiful  New  York  Standard  watch,  valued  at  |10.00 
and  a  full  size  25  lb.  pail  of  *****  *  Stock  Food, 
valued  at  $3.50,  besides  the  beautiful  table  set  for  your 
wife,  for  a  few  minutes  of  your  time.  Not  only  that,  but 
we  also  show  you  HOW  YOU  CM  EAKB  ^4.50  CASH  ll      y 
selling  your  pails.   The  enclosed  LKTTKS  OF  AC.     ,j; 
fully  describes  our  great  offer.  By  reading  it  over  care- 
fully you  will  see  that  all  we  ask  is  that  you  allow  us  to 
ship  with  your  free  goods  four  extra  pails  of  *****  * 
Stock  Food. 

We  are  also  going  to  help  you  sell  your  pails  to  your 
neighbors  if  you  want  to  do  so.  We  will  stand  the  extra 
expense  of  this  work  and  only  ask  you  to  i  st- 

ance and  reap  the  results  of  your  acquai  ^   j 

farmers  and  stock  raisers  in  your  neighborhood.  When  you 
Bend  in  your  LlirriiR  OF  A    "  "    "we  als  >  id 

us  the  njjnas  of  aaout  5U  ^       lable  f 

men.   In  making  out  this  list  be  sure  and  give  us  tho  cor- 
rect postoffice  address  of  these  parties.   T       get  this 
list  we  will  immediately  write  each  of  thesu  ^   .  o,  encloa- 


(3351 


-*- 

Ing  a  "UNITED  CATTLE  KTfirE"  olrcular  fully  describing  our 
great  premium  plan  ifhere^y  each  man  who  buys  from  you  a  25 
lb.  pail  of  ♦  •  *  •  •  *  Srtoffi  Food  can  get  a  fine  large 
United  cattle  knife  with  three  good  blades  ABSOLUTELY  FREE. 

When  he  gets  his  pails  you  are  to  sign  his  knife  coupon 
BO  that  when  he  mails  it  to  us  we  will  know  he  has  been  to 
you  £Wid  bought  at  least  one  pail  of  your  food.   These  strong 
personal  letters  and  the  free  cattle  knife  plan  direct  to 
the  farmers  are  bound  to  build  up  a  good  profitable  business 
for  you  right  from  the  start.   See  the  back  of  LETTER  OF 
ACCEPTAIJCE  for  photograph  of  cattle  knife  circular. 

Now  please  remember  that  you  are  not  to  pay  us  one 
cent  in  advance.   We  simply  ask  that  you  send  us  only  such 
small  amount  monthly  that  you  will  never  even  feel  it. 

Don't  forget  that  you  are  not  paying  one  cent  for  your 
Hew  York  Standard  watch,  nor  for  your  free  25  lb.  pall  of 
stock  food,  nor  the  special  Dresden  table  set.  You  will 
also  appreciate  the  fact  that  we  are  giving  you  an  oppor- 
tunity of  earning  $4.50  actual  cash  beside.   You  see  if  you 
sell  all  5  pails  for  |3.50  each,  that  maJces  |17.50  while  you 
are  to  send  us  only  thirteen  dollars  for  four  of  the  pails. 

Be  sure  and  fill  out  your  LETTER  OF  ACCEPTANCE  euid 
mail  it  to  us  at  once.   Also  coupon  for  Dresden  table  set. 
Write  your  address  plainly  so  that  the  goods  will  roach  you 
safely.   Awaiting  your  reply  to  this  great  5  day  offer,  I 
remain , 

Sincerely  yours. 


[336] 


THE  PABST  FAMOUS  SIX  HORSE  TEAM  OF  PERCHERONS,  CHAMPIONS  OF  THE  WORLD,  WERE  RAISED  ON  WILBUR'S  STOCK  FOOD 


iiiiiiiiiii!!ii'i'::;i;i:iaiii! 


.iJMllJani 


CTtlbur  ^tock  Jfoob  Compan|> 

Numbers  151,  153,  155,  157  and  159  Huron  Street,  MILWAUKEE,  WISCONSIN 


SCT   IN   CLOISTER   BLACK  AND   NEW   CASLOH 
LINCAK   SOROEM   NO.    >        CHAP-SOOK   OUtOONS 
AMCRtCAN   TYPE   FOUNDEMS   COMPANY 


DATE 


1 


i 


you  a 


Dear  Sir:- 

I  want  to  talk  to 
factory.      On   the   other  side 
photogreph  of 
fores   of  stenc 
treojer.dous  busiiieaa   v?d   ; 
of  labor  -   the   cost  of   ; 

stationery,  etc.,  to  run  the  best  equipped  stock  food  com- 
pany in  America. 

We  are  gradually  raying  every  dollar  we  owe  on  our  new 
plant  but  it  takes  c       nt  we  can  rake  and  scrape  to  ir.cet 


few  monents  about  our  i 

lew 

of  this  letter  you  will 

find 

'     .   Just  i. 

t  a 

it  1 0-^0  5! 

the 

k  or  I 

^nery,  : 

■  -  u 

our  pa;>Tients. 
helping  us  in 
letter  to  ask 
payment  which 

Please  re 
you  will  send 


IT  bv 


I'cw  i       >  already  shewn  your 
the  past  and  I  ara  writing  you  t" 
that  you  please  help  us  meet  tho  ,. ,.v.,v..  .wO 
we  must  settle  up  on  Decernber  10th. 

-  that  this  is  not  e      '.   I  i 
ry   dollar  you  can  ai  ;  your       I 

because  you  are  a  can  of  experience  and  business  judg:r.ent. 
You  are  a  man  who  will  realise  our  position.   You  will  stop 
and  think  how  you  would  appreciate  a  few  dollars  if  you 
were  placed  in  a  similar  position. 

I  am  not  even  stopping  to  see  what  you  owe  us.   I 
don't  care  how  larga  or  bow  small  your  account  is  because 
I  know  when  you  think  the  matter  over  you  mill  realize  my 
position,  and  will  send  mo  every  dollar  you  can,  even  if 
your  account  is  not  all  due. 

I  don't  ask  you  to  rob  yourself  or  anything  like  that. 
I  ask  is  that  you  send  me  all  you  can  spare.   Just  fill 
whatever  amount  you  can  send  on  the  reir.itlance  blank 
mail  it  in  the  enclosed  envelope.   l!y  initials  are  on 
envelope  so  I  will  got  it  "  -"  • nlly.   I  feel  pc:-'  •■ 


All 
out 
and 
the 


I  will  hear  from  you  with  a  rt       ^o  and  you  may 
sure  I  will  approciate  It,   I  tt.au.;  you  in  :■  ^  , 

how  large  or  sxall  the  remittance  is  that  :,       I 

Kindly  remember  that  I  need  this  money  at  the 
possible  moment  so  I  trust  to  hear  from  you  within 
few  days.   I  remain, 

Very  truly  yours, 


no  H^aLter 
me. 

earliest 
the   next 


§69 


[337] 


ROBERT  H.  MORGAN.  Cucral  Minitir  HOWARD  L.  DARWIN,  Staatmry-Tcguurnr 

The  San  Joaquin  Vineyards 

AMERICAN  WINES 

Made  from  Grapes  Grown  in  the  Vineyards  of 
San  Joaquin  Valley — the  Finest  in  the  World 

Situated  tn  the  S«q  Joaqulo  Valley,  iM 

BOCvd    (Of    the    luclo»i»npM    o(    it*  J[  O  T  *  /"*      I 

Grape*,  wc  arc  able  lom«k«r\Vlnea  Long  W      Dlltmnc*  Odd  JOflQUlXla    Vj31*  • 

that  are  equal,  if  not  auperlor,  lo  *Ua 

Wloaa  of  the  EuropMa  Vlneyarda  ^"^ 


SCT   IN  CA8L0N   SERIES 

HAOC   BV  KCVSTONC  TYPE  POUNOitr 


Dear  Sir:- 

We  are  writing  you  this  personal  letter,  hoping  you 
may  baooms  interested  in  our  produota.   You  no  doubt  are 
fa.ailiar  with  tha  gaographical  advantages  of  the  Lake  Keuka 
district  as  a  grape  and  wine  producing  section. 

The  rich  fragrance  of  the  vineyards  at  harvest  time, 
the  s;ailing  sweatnosa  of  a  hundred  hillsides,  the  clinging, 
tender  bsauty  of  millions  of  nature's  richest  and  fairest 
vin3J,  th'3  sparlcle,  flavor  and  sunshine  of  its  gunerous  and 
haalth-giving  fruit  are  all  concentrated  at  our  establish- 
meut. 

This  company  is  one  of  the  very  first  organized  in  the 
fanous  grape  ssction  of  ♦  ♦  ♦  •  •  •  and  ♦♦•♦♦*  and  es- 
ta.jlish3d  with  a  view  of  supplying  physici'?ns  and  the  family 
trai3  direct  from  our  wine  cullars;  ba^       that  confi- 
dence must  result  by  eliminating  the  mi-     .1. 

Our  win'js  ri'^htly  have  a  plaoe  in  every  Holiday  repast. 
No  Chri  is  00:.    *     :;ut  our  delicious  spark- 

ling C.i   .  ^       .ail.   .         3t  delicacy  you  can  give 
your  friends  as  a  Chris tn:a3  1       ace  and  one  most  appre- 
ciated is  a  case  of  our  choice  „^..-^. 

Our  Winery  #.?3  near  •♦••♦•  13  undsr  the  supervision 
and  inspection  of  a  U.  S.  Gaugar.  Adulteration  would  be 
Impossible. 

Our  wines  are  very  old,  fully  matured  and  guaranteed  by 
us  to  conform  to  all  Pure  Food  La.vs. 

We  ship  -  ^al  of  the  gels. 

Pay  on-j-half        ,  n  full  on  orders 

of  .^3.50  and       ,  and  v.-  ods  in  a  plain  sealed 

paoia^e,  ask  1..  iy   in  a-. ;  -.  ..jt  found  satisfactory, 

do  not  pay  for  the  goods.  See  Special  Offers  Enclosed. 

Hoping  you  will  avail  yourself  of  our  liberal  offers 
and  thanking  you  in  advance  for  your  anticipated  favor,  we 
beg  to  remain, 

Very  truly  yours. 


[338]  §70 


n 


j8ucces»sif  ttl  jparmmg 

Successful  Farming  Publishing  Co.,  E.T.Meredith,  Publisher 

WE  GUARANTEE  OUR  CIRCULATION.  PROVED  BY  THE  POST  OFFICE  RECEIPTS,  OR  NO  PAY 


u 


mi  in  ckoistcr  black  and  new  caslon     caxton  initials 
vcrsaTilc  ornament      monotone  border 
fOOLE  PRINTtNO  CO.,   BOSTON,  MA98. 


Des  Moines,  Iowa 


Dear  Sirs:- 

As  an  advertiser  in  the  ••♦•♦♦  you  will  be  in- 
terested in  the  enclosed  letters  froa  advertisers  in  the 
«**«•*  j^j^  ^-^Q   same  month  in  which  your  ad  appsared. 
These  advertisers  have  each  spent  considerable  sums  of  money 
in  ******  as  well  as  in  the  excellent  medium  in  which 
your  advertisement  appears  and  for  that  reason  their  testi- 
mony is  of  value  to  you. 

•  ****«  j^g  especially  strong  in  its  territory,  "THE 
•BEAT  WSALTH-PRODUCING  IIEAET  OP  THE  COUNTRY."  No  advertising 
medium  is  so  strong  in  this  territory. 

A  monthly  circulation  of  more  than  400,000  is  absolutely 
guaranteed  and  proven  on  demand  by  Post  Office  receipts. 
We  shall  take  pleasure  in  serving  you  through  •♦•♦•♦ 
advertising  pages  or  in  giving  you  any  definite  information 
you  desire. 

Yours  very  truly, 


[339] 


1  Successful  Farming  [ 

J    SUCCESSFUL  FARMING  PUBLISHING  COMPANY    [ 

1 1 

J 

E.  T.  MEREDITH.  Publifher 

Des  Moines,  Iowa 


SET   IN    MCMtCBfl   OP   THC   CHCLTCNHAM   fAHILV 
CMCLTCNMAH   aoROCM        MONOTONK   ■ONDCR 
ANCRICAN   riPt    rOUNOIRS   COMPANT 


Dear  Sli 


rtain  thlng3  you  ought   to   oonaidar  very 
a  list  of  publicatloris   in  which   to 
t. 


stion  of  the  kind   c 


the 
its 

.r 
.■Lock 

:t 


it  . 

ret 

OF   1. - 


pays  _._, 
in  one  issue   than   the  averago   1_ 
■'    sin.ce   it   is  printed  on  1  ^  ^ 
rs  use,    it   is   fair  to 
fancers.      This   is  verii:.-   i.j    i 
3  who  have  uasd  it  and  coiitiuae   to  uiie 
ear  after  year. 

.    of  ciroulatior;.       ♦♦••*♦ 
in   "'J. 


:^T 


farm  i.u.i.t,ia  puhlibhed  in  this  territory. 


Wjsv  Ifcit 
ffiani'"  list 


situation.   We  hai/<j  on  ^^i 
J  of  advsrtiaeis  aiid  civ^rtis- 
:  J  Lo  them  are  of  no  p^i.      ;■ 

_•)  advertiser.   Ej.uh  of       jther 
I  the  same  sized  advertiatsr '  d  u-uili..;;;  list. 

i. ^        .._t3  circulation  of  about  6, COO  to  uach  p^^par 

or  Vki,       10  circulation  if  you  use  a  dozen  siuill  paper«; 
against  .^,t,./o  if  you  use  ♦♦♦••♦. 

Then  there  is  the  question  of  duplication.   To  the  ex- 
tent o!  from  £0^  to  50'^   the  circalo-lioji  of  these 
twelve         jld  overlap.   That  is,  two  or  EOie  of  them 
would  icach  tue  aame  people.   Each  copy  of  *****  ♦  goes 
to  a  different  home.   There  is  no  duplication. 

If  you  will  consider  these  facts  carefully  you  will  make 
use  of  the  coluiuns  of  *****  *  beginning  with  the  next 
issue.  You  understajid  that  nothing  we  have  said  above  should 
be  1  L iu6d  in  any  way  as  a  slight  to  any  othor 

far  I  of  them  are  good.   Their  adverti&iiia  space 

is  .  .•  aak  for  it.   But  we  really  believe  you  get 


mort 


..oy  m 


*    * 


than   in  any   oouibination 


of  papers   reaching   the   seune  number  of  people. 

Your  oopy  should  reach  us   early  in  the  month. 
Yours  very  truly, 


[340] 


§71 


NEW  YORK  OFFICE.  Number  One  Hundred  and  Fifty  Nassau  Street  CHICAGO  OFFICE.  First  National  Bank  Building 

1 r 


Successful  Farming ' 

SUCCESSFULFARMING  PUBLISHING  COMPANY 


J 


E.  T.  MEREDITH,  PubUsher 


>CT   IN   STHATHHORC   OlOSTYUC        VCHtATIte   ORNAMENTS 

AMCRicAN  rvfc  rouNocnt  oompahv 


Des  Moines,  Iowa 


Dear  Slrs:- 

SPREAD  OUT! 

Don't  be  content  with  doing  business  in  your  ovm  town! 
Don't  be  satisfied  with  the  trade  of  your  neighbors  in  your 
own  county!   Don't  limit  your  ambition  to  state  wide  mar- 
kets! 

You  have  as  good  a  right  to  the  trade  of  all  the  north 
central  states  as  any  one  has.   Manufacturers  from  every 
state  in  the  Union  sell  their  products  in  Iowa.  Don't  be  on 
the  defensive!  Be  aggressive.   Carry  the  fame  of  Iowa  made 
goods  Into  other  communities. 

Iowa  is  known  as  a  fanning  state.  Don't  apologize  for 
that,  boast  about  it.   Make  it  the  foundation  on  which  to 
build  a  high  tower  of  confidence  that  shall  carry  the  beacon 
light  of  your  trade  mark  and  the  Iowa  trade  mark  to  g'jide 
the  fanners  of  the  North  Central  States  to  your  factory 
doors  through  the  regular  channels  of  trade. 

More  than  500,000  of  these  farmers  in  the  great  agri- 
cultural heart  of  the  country  of  which  Iowa  is  the  center, 
have  subscribed  for  ♦•*♦*•,  an  Iowa  farm  paper,  because 
we  have  aoted  on  the  advice  we  are  giving  you  -  we  have  their 
confidence  because  we  have  made  good  to  them. 

We  are  in  a  position  to  Introduce  you  to  these  500,000 
farmer  friends  of  ours.  They  know  that  our  introdnotlon 
carries  with  it  our  guarantee  of  fair  dealing  c        ^t 
for  we  will  not  carry  the  advertisement  of  a  di         xrm 
any  more  than  we  would  introduce  a  known  thief  to  our 
bankers. 


If  you  do  not  receive  •••♦••  write  for  sample  oopy 
and  advertising  rates.   ••••••  reaches  more  prosperous 

farmers  in  the  north  central  states  than  are  reached  by  any 
other  advertising  medium  of  euiy  kind. 

Yours  very  truly, 


§71 


1341] 


guf  rmfitl  ITartning 

SUCCESSFDL  FARMING  PUBLISHING  COMPANY 

CIRCCLATION  PROVED  BY  POST  OFFICE  RECEIPTS  OR  NO  PAY 
R.  I.  orricB  ISO  sassac  st.  «  Chicago  office  fiest  natl  bank  bloq. 


»Cr   IM   trwiCK   ROMAN   AND   CMAUCCM   TEXT 

CHAp-aooK  auiooNs 

AMCMiCAN  rrn  rouNDERi  conpant 


Des  Moines,  Iowa 


1  r 


Dear  Sirs:- 

A  very  large  percentage  of  our  old  subscribers  are 
sending  us  renewals  of  their  subscriptions  for  two,  three, 
five  and  even  ten  years. 

They  must  like    ♦♦••♦•. 

The  places  of  those  who  do  not  renew  are  filled  up  by 
other  farmers  whose  subscriptions  are  sent  in  by  our  old 
subscribers  when  they  send  us  their  own  renewals. 

They  recommend  ******  to  their  friends. 

Aside  from  renewals  from  old  subscribers  and  the  sub- 
scriptions sent  in  by  old  subscribers,  we  secure  our  sub- 
scriptions from  lists  of  people  who  have  bought  buggies  or 
farm  implements  or  seeds  or  incubators  or  similar  things 
because  they  saw  them  advertised  in  farm  papers. 

They  are  valuable  additions  to  our  subscription  list. 

These  are  paid  subscriptions  -  paid  for  by  the  person 
whose  name  appears  on  the  list.   We  will  match  their  buying 
power,  thousand  for  thousand,  against  the  buying  power  of 
the  subscribers  of  any  publication  of  general  circulation 
in  the  United  States. 

We  C8J1  safely  recommend  that  kind  of  a  subscription 
list  to  advertisers. 

Yours  very  truly, 


[342]  §71 


SUCCESSFUL  FARMING 


SUCCESSFUL  FARMING  PUBLISHING  COMPANY 

CIRCULATION   PROVED   BY  POST  OFFICE   RECEIPTS  OR  NO  PAY 

N.  Y.  OFFICE  ISO  NASSAU  ST.  »  CHICAGO  OFFICE  FIRST  NATL.  BANK  BLDG. 


esi^saiis^i^siiisiiisfe 


SCT  IN   CMCt-TCNHAM   SOLO   EXTRA   CONDENSED   TITLE   AND   CHELTENHAM    BOLD   CONDENSED 
STNATHMOHC  OflNAMENTS       VERSATILE  ORNAMENTS       LINEAft  eOROER  NO.  2      THREE  POINT  BOROCR 
AMERICAN   TYPE   roUNOERS   COMPANY 


DES  MOINES,  IOWA 


tear  Sirs:- 

Do  you  realize  that  farm  papers  in  pereral  have  shown 
a  much  greater  increase  in  advprtlslr.g  patronage  during  the 
last  two  years  than  have  any  other  class  of  publications? 

A  very  large  percent  of  this  increase  has  coine  from 
manufacturers  who  had  previously  confined  thsir  adrsrtising 
efforts  to  publications  circulating  largely  in  cities  and 
towns . 

******  reaches  as  many  people  as  are  reached  hy 
any  of  the  larger  general  ir.op;a2ine3  of  standard  size.  These 
general  mapazlnes  circulating  all  over  the  country  reach 
comparatively  few  farmers;  v.'hile  •****•  circulation  is 

alra-r^t  r-  -   •   -      --to  "T!~  ^II-PKODUCIKG 

HEART  O'J    .  es  to  ^  . 

There  is  a  vastly  larger  average  buying  power  among 
the  r  of******  than  among  the  readers  of  any 
stancl      jazine. 

We  are  not  saying  this  to,  in  any  way,  discredit  the 

st-  "   "          ,'■■'■         "  ■   fact  that  if 

au  .  in  th-'  ^.".ce 

of  the  fact  tliat  a  vc  - 
do  not  own  thoir  own  :     ; 

profitable  in  a  publication  like  *••♦»»>  more  than  75^^ 
of  whose  readers  own  their  own  hones. 

We  shall  be  very  glad  to  co-operate  with  you  and  your 
advertising  agent  in  working  out  a  special  campaign  in  farm 
papers. 

We  advise  you  not  to  go  into  this  campaign,  under  any 
circumntar.cos,  until  you  are  willing  to  make  a  special  osLm- 
paign  to  farmers.   The  campaign  that  you  «»--.  r--,'-'"-  to  city 
people  will  not  fit  the  farm  trade.   You  with 

the  farmer  at  the  point  to  which  you  have  ^n^'u^.i.    i -  ;  oity 
people.   You  must  begin  with  the  farmer  where  you  began  with 
the  city  people  and  build  up  his  trade  in  the  same  way  that 
you  have  built  up  your  city  trade. 

Youra  very  truly, 


§71 


[343] 


NEW  YORK  OFFICE,  ISO  Nissau  Street 


o 

CHICAGO  OFFICE,  First  National  Bank  Building 


Successful  Farming 


o 


Successful  farming  Publishing  Co. 


E.  T.  MEREDITH,  Publisher 


SCT   IN   HACFARLANO,   CONOCNSCO   MAC  PARLANO  AND   MAC  FARLAND   ITALIC 
AUr  ORNAHCHT       MONOTONE  BOROCN 
AMERICAN  TVVC  POUNDERS  COMRANT 


Des  Moines,  Iowa 


Dear  Slrs:- 

You  und  ive  a  great  many  letters  from  pub- 

lications an  advertising  and  your  conclusion 

that  each  man  thintra  his  publication  is  the  only  thing  for 
you  to  use  is  perhaps  a  natural  one. 

We  want  to  say  to  you,  however,  that  we  are  positive 
that  there  are  a  large  number  of  other  farm  papers  thst  are 
worth  all  the  publlpbers  aak  for  advertising.   We  believe 
thoroufthly  in  *****  *,  but  we  are  not  so  foolish  rs  to 
believe  that  the  advertiser  would  find  it  impossible  to  live 
without  •♦•»•♦  or  without  any  other  single  publication. 

We  Y  T^y  tried  to  place  before  you  all  of  the 

fact"  1i        to  ******.   We  have  tried  to  make  you 
ur ■  a  matter  effect******  does  hold  a 

le-^  3  all  of  the  agricultural  publications 

published  in  the  central  west  and  that  in  volume  of  adver- 
tising and  in  oircxilation  and  in  quality  of  editorial  matter 
it  is  the  leader. 

When  we  tell  you  that  we  r'     '  over  f50,000  worth  of 
business  last  year,  you  can  und      .  that  we  do  not  think 
•  ««•*•  j^g  fitted  for  every  advertisement  that  is  placed 
anywhere.  While  a  considerable  portion  of  the  advertising 
which  we  refused  was  of  an  objectionable  character,  there 
was  a  great  deal  of  it  that  was  perfectly  legitimate,  but 
which,  in  our  opinion,  would  not  have  proven  profitable  in 
••*•**  and  we  so  advised  the  advertiser. 

We  really  believe  that  your  advertising  would  prove 
profitable,  but  we  do  not  want  to  ur(?e  you  to  use  space  in 
******  against  your  better  judgment,  but  we  do  believe 
that  *•••♦♦  ought  to  appeal  to  your  judgmont. 

We  have  no  desire  to  urge  you  into  the  columns  of 
******  without  your  having  taken  time  for  careful  con- 
sideration and  we  shall  be  very  glad  indeed  to  give  you  any 
information  you  desire,  at  any  time,  about  our  circulation, 
our  editorial  policy,  our  advertising  or  euiything  else  in 
connection  with  the  publication. 

Yours  very  truly, 


[344] 


§71 


ac 


n         CIRCULATION  PROVED  BY  POST  OFFICE  RECEIPTS  OR  NO  PAY 


N.  Y.  OFFICE   NASSAU  ST..  CHICAGO  OFFICE  FIRST  NATL.  BANK  BLDG. 


ntti^Bsfni  iff  arming 

SUCCESSFUL  FARMING  PUBLISHING  COMPANY 
^1  ic^ 


•  CT   IN   CtNTUHT  OLOSTYLt   »ND    ENQRAVtRS   OLD    ENOLISH    BOLD 

SCHUtL  OKNAMCMTS 

AHCHICAN   TY^C   fOUNDERS   COMPANY 


Des  Moines,  Iowa 


Deer  81 r«: 

We  went   to   call  your  attcr-tion  to   the   fact   tl'-^.t   ♦   ♦   •  • 
carried  more  advertising  In  January  than  the  l-^'    -•    Rome 
Jourrnl   or  n^>v  ot>if>r  v/rfror'a  mage'ifi'';    witii    *•  it  ion  of 

the  Vot7i!«. 

In  the  oaao  of  the  eleven  women's  magazlnea  listed  in 
the  January  Issue  of  Printers*   Ink,   only  the  Butterlcl"  Trio 
showed  any  appreolahle   gain  over  any  of  the  prevloBS  thr»« 
years  and  aos*  3m  shoved  a  loss. 

In  the  standard  size  aafaxinss,  CosmopolltRn,  8?jr>«i»t, 
Review  of  Pevlews  end  World's  Work  were  the  only  on^c  that 
f. <_j  1  .-) g   j^j,  January  thain   •♦••••.      we  beat 

E  i's,   Sorihner's,   Hunsey's,    the  Am^rloan, 

Harper's,   '  ,   Current  Literature  and  all  of  the   rest. 

CofiK'oroll  t?,n,   Runset,   Llpplnoott's  and  lletropollt^w  ar« 
the  only  ones  In  the  entire  list  of  twenty-four  r 
nat^asinsfl   that  show  any  appreolable  gain  In  January  this 
year  ovr  January  of  any  of  the   three  previous  years  and 
most  of  them  showed  a  loss. 

When   It   crxTfis   to   dollere   and   cenfa   or.Jy             "  --11- 

tan  and   th-    "      ''-      *"  "e^lews   iii   the   etandard  -',* 

have  got  e  .*•••♦  f-r  .TR-.i:"»ry  :. 

I  do  1  w  how  these    .  t  you,  hut  they 

a«  glad  I  am  In  tha   farm  paper  end  of  the  business. 
Tours  very  truly. 


§71 


[345] 


Successful  Farmin! 

SUCCESSFUL  FARMING  PUBLISHING  COMPANY 

NEW  YORK  OFFICE.  ISO  Nassau  Street      CHICAGO  OFFICE,  Firet  National  Bank  Building 


E.  T.  MEREDITH,  Publisher 


Des  Moines,  Iowa 


SFT   IN   SntATHHORC   OLDSTWC        STItATMMOlie   ORNAMCNTS 
AMCPIICAN   TYPC   rOUNOCKS   COMfANV 


Dear  Sirs:- 

Ycur  case  is  up  for  consideration  In  this  office  again. 
I  hs.ve  had  to  harg  iry  head  in  sl:ane  and  aclrnowledge  that  I 
hadn't  heen  atle  to  write  a  letter  that  would  brlr.g  an 
answer  from  you. 

Now  I  do  not  expect  you  to  answer  this  letter  just  to 
please  me.     You  do  not  owe  that  to  me  at  all,  and  I  would 
feel  that  I  vras  presuming  a  good  deal  if  I  asked  you  to 
answer  it  on  any  such  has is. 

Bvt  your  kind  of  merchendis©  is  helng  sold  to  soae 
ttr  "'  "  kind  of  people  who  suhscrite  to  •  *  •  •  •. 

So  -  able  t"  discover  you  are  not  o\y^vir  your 

dealers  the  se^e  kind  <•     ■;  in  develop!-  ■  on 

yovr  goods  ainong  the  f       that  you  are      .      ;  city 
dealer  in  developing  his  trade  among  the  city  people. 

heard  a  ^od  deal  of  c 

xr.r:-  to  the  effect  that  tV 

' nd  of  co-r 
tcvrr.s  ar. 
to  find  cut,  there  is  notcdy  to  '       '    '     ' 

manufacturer  who  is  making  the  c.   ..  . a- 

sards  and  tens  of  thouEands  of  dollars  to  help  the  city 
dealer  educate  his  trade  and  does  not  spend  ajr^y  nsoney  to 
help  the  dealer  educate  his  farmer  custcnsers. 

In  almost  all  of  the  lines  that  we  have  inv 
we  hr.ve  found  that  in  tokens  of  10,000  and  less,        ^  lo 
60^  and  even  as  high  as  75^  of  the  business  done  hy  the 
local  retail  dealer  is  done  with  farmers. 

Now  when  you  give  that  man  help  for  only  1/4  or  1/3  or 
1/2  or  even  60^  of  his  customers,  you  are  subjecting  him  to 
unfair  cor.petition  with  the  city  dealer  to  whom  you  give 
help  in  educating  practically  100^  of  his  customers  through 
your  magazine  and  newspaper  advertising. 

The  question  of  whether  you  use  ♦•••••  now  or  not 
is  of  secondai-y  importance.   The  main  question  is  till  you 
help  your  dealer  in  small  towns  in  the  same  way  t5^t«t  you 
help  your  dealer  in  cities?  Your  magazine  and  newspaper 


■'.t  frora  certain 

,  not  "been  able  to 
the  dealers  in  cora- 
o  far  CD  re  r.re  e':l3 


[346] 


§71 


-2- 

advertising  does  not  reach  his  farmer  CTistosera.   If  you 
have  ary  dcjct  of  that,  we  will  prove  it  to  ycu.   We  will 
prove  it  ty  the  fam-.ers  theirselves  ar.d  you  car.'t  go  lack  of 
that  evidence.   Then  tra  T/ill  prove  to  you  that  a  larga  per- 
cent of  the  trade  of  the  dealer  in  towns  of  10,000  and  less 
is  with  the  far?>"3r  ar.d  we  will  prove  that  by  the  d5aler. 
You  can't  go  TDack  of  that  evidence. 

Your  tr&vellng  men  are  covering  this  whole  territory 
or  at  least  v/e  take  it  they  are  or  you  wouldn't  he  using 
ffian:>.zlne  or  newspaper  advertising.  When  you  refuse  to  help 
op  on  up  the  country  trade  for  the  dealers  to  whom  these 
trpvvl'         ^1,  you  are  taking  much  the  e-  '  '  ' '>n 

th'-*  !  -n   hy  a  r^^ilrcad  that  would  .         ^  a 

r  7  train  when  the. re  were 

1.  j;  at  every  station. 

♦♦♦*♦*  covers  the  farming?  coci^unltles  of  Its  terri- 
tory'-, """'^  "  "  "  •"■••-  --'-  "-^-RT  0?  TTTE  -— '^«  Bjore 
ty.r  ;-riif  um  ccvers  ■      Lted 

?     .   We  £        fclal  to  I  rove,   that  to  yo'Jjr  entire  sat- 
i.      3n  if  ;      e  any  doutt  ahout  it. 

We  do  not  wart  to  here  you  with  this  continuous  series 
of  Irig  letters,  hut  each  ore  of  these  letters  that  we  have 
writtrn  to  you  ha^  heen  writtsn  as  a  result  of  serious 
f     '  and  c      Gcr.sic' 

1      0  not  I      ,  form  :      .   ,  -id 

Y.       with  Bpccial  reference  to  your  we 

h.  -  - -7  helieve  that  we  can  help  you  t:  ,  r- 

tlsirg  for  ♦••♦•♦.  But  if  you  could  0.^  fi.  itjly  ar.d 
c"  ""  -'ively  prove  to  us  that  we  could  not  '  -  -  'r 
V      i,  we  should  quit  soliciting  your  f,  "  -ause 

♦  4  ,  J  i  •  j^^g  g^   record  of  s  •  '  ~  -.Tith  i"  "  .d 

we  wouldn't  lr:tn*itlcr'Llly  or  '      ly  sol:  ;i 

advc-  i  inten'c-     -^  that  icci/J.   '>,^..'t 

you  want  to  i      cut  ♦•*••*  and 

the  way  we  can  help  you  increase  your  business? 

Yours  very  truly. 


§71  [347] 


SUCCESSFUL  FARMING 


CIRCULATION   PROVED  BY  POST  OFFICE   RECEIPTS  OR  NO   PAY 


SUCCESSFUL    FARMING    PUBLISHING    COMPANY 

NEW  YORK  OFFICE  150  NASSAU  ST.    CHICAGO  OFFICE  FIRST  NATL.  BANK  BLDG. 


StT   tN    OORSCY  AND   DOMSCV   CONOtMSCO 

STNATNMOKC   OMNAMCNTS 

AHCHICAII   rvrS   FOUNDERS   COMrANV 


DES  MOINES,  IOWA 


Dear  Sirs:- 

It   ir 
or  to  be  ft 


up  to  ne  to  get  your  touslneea  for 
t.--n  ^.hv  I  don't  get  It. 


re   13  p 


V  c-,-,")  11  +  ^    1  ■ 


^V»Tr 


in  the 
much  of 
you.      I 
aJ-it   1 


ir 


Ip  its 

18  in  the  same  way  that  It  h 

+  ,,'.,^  w^   v.,.,.-,  K««,ji  tali-i.  r.,  ^■.^■■.    J.-.  -...._  .._re 

1  has  the  idea  that  I  ara  not 
a  lett-jr  writer  or  I'd  at  least  get  an  Bn<3W9r  fro-n 
gj^   j^.,i,,^  f„  or.r.oe  with  him,  hut  I  can't  afford  to 
t  to  h  't  afford  to  let  this  thing  run  on 

'  ^     T    'it  being  able  to  tell  him  r  "g 

^  that  I  hare  written  you  a  go-.     -^ 
n't  answered  them. 


I  hrv^  jrin   will  answer  this  one  and  I  hope  you  will  not 
001  'cr   to  two  or  three  short  lines  saying  your 


Frc 

I've  i^'jL 


Int,  that  nay  be  none  of  my        ^,   but 

TP  have  the  idea  that  l.i,  ,,    ■  .--  ^f 

•  •  •  *  ♦  r  kind  of  merchandise,  I        y 

to  prove  to  you  that  they  do  and  that  they  would  use  more 
of  it  if  t' —  --re  given  the  saae  attention  that  you  give 
to  the  cif       le. 

If  you  hove  any  idea  that  you  are  reaching  all  of  the 
farmers  that  are  worth  while  with  your  magazine        i,  I 
am  ready  to  prove  to  you  that  you  are  not  doing  ajij  ...ixiig  of 
the  kind. 

We  do  rot  ask  you  to  take  our  word  on  anything.   That 
Is  how  we  have  kept  up  our  reputation  for  honesty  -  by  prov- 


[348] 


§71 


-2- 

Ing  everything  we  say.  We  will  prove  each  of  the  points 

that  779  have  indicated  aTsove  by  our  own  rr-  '-   .  -  '  *'  .  we 
will  Vi3r-lfy  it  if  you  want  U3  to  by  your  , 
men  who  ought  to  be  your  dealers. 

Bow  if  you  think  that's  a  bluff,  you  Just  call  it.  You 

.t 
bscaii33  we  know  it  will  be  noney  well  Inv 

■  ■  .     "  "  -        ■  ot  or  ,  :.- 

'■■       ,  I  quit 

you  to  us  i"  we  oan't  prove 

I"  ....  ^ 

t        .  .  '.1. 

As  a  matter  of  faot,  wa  have  a 
right  in  our  office  now,  but  the  i. 
mile  for  :  ,-ou 


-^Ive  us  all  of 

~    «   *   *   •  « 


T.      If 

:  this  let 
jr  order. 


as^ic 

us    ' 

h_n 

you 

i -!■=.: 

ca 

you 

«   * 

do, 

«    • 

* 

do, 

an  u^ 

wi: 

a::o; 

73  r. 

Yours  very  truly, 


§71  [349] 


TJTIf  ^  N^ui  fork  iHmtB 

^^^^^      **  All  the  News  That's  lit  to  Print"  '  Actual  Set  Paid  Sales  More  Than  a  Million  a  U  lek 


SCT   IN   CNORAVCHS  OLD   ENOUSH  AND   NEW   CA9L0N    ITALIC 
VCMSATILE  OKNAMCMT 

AMcmcAN  rrrc  rouNDERs  coMPANr 


Times  Square 


New  York 


Dear  Sir:- 

If  you  knew  that  advertising  in  the  Pictorial  Section 
of  The  H£W  York  ••••••  WOULD  PAY  YOU  — 

If  you  thought  that  an  investment  of  f20.00  (cost  of  a 
forty  lino  advertiseiacnt)  would  even  PAY  lOR  ITSELi' 

Would  you  hesitate  to  make  such  sui  investment? 

The  Pictorial  Section  of  the  Hew  York  ♦•••♦•  is 
the  woman's  supplement  of  the  best  Sunday  newspaper  in 
America. 

It  is  read  from  cover  to  cover  by  every  member  of 

the  family  usually  in  150,000  of  the  best  hemes. 

If  you  seek  the  patronage  of  well  dressed  women  who 

prefer  the  best  and  CAU  AJTOED  TO  PAY  for  it  profit  by 

the  experience  of  others. 

Each  of  the  letters  reproduced  in  the  booklet  herewith, 
tells  a  story  of  KESULIS  from  advertising  in  The  •••••♦ 
Pictorial  Section. 

What  the  Pictorial  Section  has  done  -  is  doing  -  for 
others,  it  caji  do  for  ycu  -  if  you  give  it  an  opportunity. 

Let  us  send  a  member  of  our  advertising  staff  to  study 
your  shop.  Tell  him  some  of  the  points  on  which  you  special- 
ize -  in  which  you  excel. 

Ho  will  prepare  an  advertisement  specially  written  about 
YOUB  SHOP.  He  will  submit  this  for  your  consideration  - 
WITHOUT  OBLIGATING  YOU  in  any  way. 

Please  fill  out  and  return  the  call  card  NOW. 

Yours   truly. 


[350] 


§72 


?  ?  ■*  ?  V  V  ;•  7  ?  ■?  ?  -i  ?  i  ?  7  i  ?  T  V  V  *•  V  V  ?  i  V  ?  V  1'  ■y  9  ?•  9  ?■  t  9  ?  ?  T  t  i  ?  -f  \  «  V  t 

®I|?  ^tm  fork  ®tm^s 


'^//  //;e  News  That's  Fit  to  Print' 


Times  Square, 


wet   IN   ENORAVCnS   OLD   ENOLISH.    ftCCUT   CASLOM  AND 
KCCUT   CASLON    ITALIC        OLD   CNQLISH    BORDER 
AHCniCAN   TYPE   rOUNOCNS   COMPANY 


■Nftu  ^nrk 


Dear  Sir:- 

The  continuous  absence  of  your  adverti semen t  froTi  the 
pages  of  the  Now  York  ♦•*»**  leads  us  to  beli-^vc  t'.at 
you  do  not  think  it  to  be  as  profitable  a  moiiu.T  as  so  o 
of  the  other  newr.papors.   If  so,  we  fool  obliged  to  ta'-o  the 
contrary  view  and  state  a  few  faot3  concerninj  the  us j ful- 
ness of  The  Ne*  York  ••**••  for  your  anaounceaents. 

Only  seven  New  York  momlr'»  newoT^nT>ers  cover  ty°   area 
withii".     ■  y  miles  of  T:  ,  •  tion 

of  16,    ,       ?.      Of  these  ;         .  ,  .  ♦  *  • 

sells  more  copies  in  the  area  stated  than  the  ccnbined  sales 
of  three,  and  almost  as  many  as  four  of  the  others. 

There  are  only  tliree  morning  nawapapars  in  IT.-.t  Y<?rV  f^nt 
llion  ry  seven  days  "to  the  c 

*  is  one  o . 


*  *  *  * 


nv.  rs .   1 

the  four  other  ■ 

largely  oirculaL...  —  ^.-.. 

in  seven  days   to   the  matropolitaa  r. 

If  G 
gent  mm  ; 
vertisin::  C0I...1  ..3    ; 
onco   arisja  as   to 
hiffl  in  good  faith. 


■jvr  York  City 
^  -If  a  mill: 
lors. 


eicec 

ter  of  ii 
share  to  l.  , 

OUtpit. 

t 

With 
opinion, 

consider 

ne'i  •  ■   ■ 

oe 

ts. 

V. 

-k  " 

0   c 


*    *    *    * 


rtising  ac 


utes   its 
.•a    is   no  v.. 


♦    *   *   •   *   -  an  I 


tno    Opportunity   a3.:-a,    ana   r^^..:ii:\, 

Yours    truly, 


-t  you  will  1. 


3t 


"i.i- 
^id- 

at 

3 


§72 


(351] 


KDl  lOKl  Al.  AM)  llL'SINi;SS  MA.NAGKMKNT  llOlll  1)1  KCC  r[;i)  liV  S.  H.  McKi:i.\IE 

Published  Every  Week  *  Member  Associated  Farm  Papers 


Lincoln,  Neb. 


SET   IN   ClOISTER    BUkCK,    NIW   CASLON   AND   NCW   CAILOM    ITALIC 

ART   ORMAHINTS 

AMERICAN   TYPE   rOUNOERS   COHrANY 


Dear  Sir:- 

■Pigs  is  Pigs": 

Some  pigs  "is"  scrubs.   Other  pigs  "is"  f7.10  per  cwt. 

The^e  "other  pigs"  are  the  kind  grown  down  on  the  •  •  • 
fa:  y.  Fifty-five  head  of  twelv       ;-old 

po,  "•  "--  •■  and  fed  i^-  -  *'-'"  -       *  ♦  • 

ho;  }  ,  yo.  ,  re  2.17  per 

bead,  the  price  per  hundred  :      being  ^7.10,  which  was 
the  top  of  the  market  for  tlu-.  i-  ...  j . 

This  is  siEply  one  instance  in  dozens  of  tlires  that  tta« 
Poland  Chinas  from  the  ♦•♦♦•♦  farms  have  t^-    '  +h9 
marL-at.   GAII  ♦»•*•♦  President  ♦♦••*♦(       ,  is 
the  oldest  and  Eost  sr  dor  of  Pc  ~b 

in  "  ■ ■' "  '■'^-.^ay.  h.^   ..-.-.  .>-.i.  ct  it  for  c...  ....  ..-.^ve 

yec      ,      -0  this  day  he  takes  as  ouoh  pride  in  his 
farm  and  live  stock  as  any  man  ever  did. 

I  am  telling  you  this  because  I  want  you  to  know  that 
the  •  *  •  *  •  *  is  owned  and  edited  by  farmers--       fann- 
ers— pure  bred  farmers — farmers  who  have  earned  ^   ^....r.e  of 
toiling  in  the  soil  and  amid  the  fields  and  live  stock  and 
have  made  a  success  of  it. 

You  know  mighty  well  that  the  farm  paper  which  is  thus 
ably  edited  is  read  from  "kiver"  to  "kiver"  by  the  very  best 
class  of  fannprs,  and  they  have  r-.-inf  i  i  -  i -.->  \n   its  teachings, 
and  in  its  advertisers  as  well. 

Very  respectfully  yours, 


[352] 


§73 


Member  Associated  Farm  Papers 


Established  1869-  Issued  Weekly 


The  Nebraska  Farmer 

UNDER  THE  EDITORIAL  AND  BUSINESS  MANAGEMENT  OF  S.  R.  McKELVIE 


New  York  Office,  Fifth  Avenue  Building 
Chicago  Office,  Steger  Building 


irr  IN  cLCARFAce  and  cucarface  italic 

VKRtATlkC  ORNAMENTS 

AHKRICAN  TYPE  FOUNDERS  COMPANY 


Lincoln 


Dear  Slrj- 

THI8  IS  A  CIRCULAR  LBTTER-tut  don't  you  dare   "ditch"  it. 
LiyTEN! 


hi      ,1  I 
of      tt     io       ; 


rod  business 


cently,   Mr. 

frLifl    «**♦»'■ 

r-:     in     l\:.,     •     »     ♦ 


>  a  txa 


jwlrs  letter 


..ar 


is   rods   V  tee  than  he 

wouici  i.- .  vj  had   to  pe.y   m-i   xojci.j.   ud.^^idr  oi    i'.-iy  tr.or  concern. 

And  it^  .0 


•  1*  • 


in  - 

ai: 


kn 
la 


ia  pibi.L^  U.  J 

Is  It  rorth  ary  sorw  to  y^t  to  h^re  your  e dv-?rtiser?nt 

:  OJ"  ALL 

If  it  ia,  you  Icnow  where   to  find  ua. 

By-the-way,  Fehraalca  has  tba  finest/ orop  prospect  ever 
c  he  history  of  the  state.     Big  Doin'a.     Flue   rain 

Yours  cordially, 


§73 


1353] 


ai  m 


THE  NEBRASKA 


ESTABUSBED  18«9  FM^  ■    B   B  ^     "Tk.  TT^T~fc  T~fc     Jk.    i~t'W7'    A  Member  Associated 

WEEKLY  '^1^  HVi.       \KVC.V<V<   /\y^i\    /X  Farm  Papers 


FARMER 


CHICAOO  OFRCK.  Stwer  Building 

NEW  YORK  OFFICE.  Flf  tb  Atooo*  Bulldlnc 


SET   IN    HCHOeflS   OF   THE   ceNTURr  fAHILY        TWCNTlCTH   CCNTUNY  ORNAMENT 
AMKRICAH  TYPE  FOUNDERS  COMPANV 


Lincoln,  Neb. 


My  Old  Prlend  and  Neighbor: 

I  address  you  in  this  vfay  because  having  been  bom  in 
Clay  Coxiuty,  '...l  lived  thare  the  first  tj/eat /-.  :  .-  \-ftr3  of 
my  life,  I  1'      ort  of  first  intorest  in  ^         0  gets 
hir    ''   '     ..iLold,  or  Clay  Canter,  or  aij  >.  i  ..  .-  other 
tc  .re.  Yea,  Sir,  I  think  "Old  ¥riend  and  Meigh- 

bor"  lo  Liio  iit>-i^t  term. 

What  1  started  out  to  tell  you  is  this:   Since  I  left 
the  Old  yflim  down  there  I've  been  pluggin*  along  in  the  farm 
paper  busiaeaa.   I'll  have  to  aduit  that  it  hasn't  boen 
sffooth  sailing  all  along  the  line,  but  I've  new  got  a  paper 

of  ;:)y  owii — tiayhow  it's  in  tl      ■"  --  S    I'm  mlt^nty  prcud 
of  Vaa    ******,      i*m   tr;  it  a  clean,  iip-to- 

d:  ■  ,  . — i-oi,  i.i.i   01  t».a  kiiid  that  is  run 

to  ,    t,  one  that  tells  facta  about  pro- 

gresaxve  iarming. 

T'of         ' '---   "^      --   in  Fairfield  I  met  "Ike"  Evans 

— you  ki:  k  everyone  in  that  coii-cunity 

should  r^^d.  Lio  i.a.i--r.      W^ii  "Ike"  says  to  me:    "M;,    I  wirt  to 
send  your   ******  to  a  list   of  my  farmer  friends   s-'ound 
here.      I'll  Just  pay  you  to  t  to   them  for  , 

and  at   the   end  of  that   tiiie  you  to   stop   .  _      t." 

And  I  told  him  I  would.      Then  1  told  "Ike"   that  I  would  make 
him  a  ■;•  -    I'l    ^  '-^o^  on  my  paper  and  I  wart.-  1  1  irn  to  do  the 
sar.;e,  a.      So   if  you  want   to  jo   for  both 

of  0,.  a   i.v!    one  year  you  can  get  thu    !,.,.■   for  $1.50,    or 

if  y.  the    ♦•♦•♦•  for  ona  year  you  can  get  it  for 

75   ce..Lj    Lj  ''3   the  money   to   •Ike." 

Nov,'  who _,L  ten  weeks  is  up  for  T/hich   "I'.ft"  raid  me 

to   send  you  the    •***••  i«m  going  to   stop   t  it, 

be ;ie   asked  me   to   do   so,   r     '    1      t's  ray  poix^  ,    ^.j.    doing 

bv  .      I  just  take  it  for  (  that  if  a  fellow  does 

nc  '  es  not  '  ;  ,    ajid   I   can't  afford  to 

tc.  of  ii.  ill  pleasure  by   sondir.g 

you   i  i    you  i.^      '  .it.      I   ti'       ,  ,    '     '^t 

you  \<  -  .    for  t^  1    for  a  yt  --  -"  — 

and  I   b«ii«ve  you  will   find  it  worth  the  muiiuy. 

Your  old  friend  and  neighbor. 


[354]  §73 


THE  DENVER  POST 

15c.  a  Week.  Including  Sunday 

Delivered  Anywhere  on  Earth 


THE  OFFICIAL  PAPER  OF  THE  PEOPLE 
THE  WANT  AD.  MEDIUM  OF  THE  WEST 


THE  DENVER  POST 

PUBLISHED  EVERY  DAY  IN  THE  YEAR 
AFTERNOONS  AND  SUNDAY  MORNINGS 


9ET  IN  MASTODON  AND  STRATFORD  O.  S. 
THE  H.  C.  HANSEN  TYPE  FOUNDRY 
BOSTON  AND  NEW  YORK 


^:. 


Dear  Slr:- 

Water  and  whiskey  have  each  been  commended  as  Infallible 
recipes  for  attaining  old  age.   The  evidence  herein  is  not 
conclusive  as  to  either. 

While  Sidney  Powers  was  in  t^    "   t  week  he  loolred  up 
his  boyhood  friend,  sufficiently  >    _  .t3i,  outside  the 
assessment  rolls  and  the  City  Directory,  as  Old  Soak.   To 
him  he  recounted  bits  of  news  in  a  recent  letter  from  thoir 
old  Youngs  town  home. 

"And  Uncle  Billy  Updegraffa  is  dead,"  sippingly  sobbed 
Sidney. 

Old  Soak  in  liquid  and  vocal  bubbles  wigwagged:  "Hic- 
er-how  ole  was  Unc.  Billy?" 

"One  hundred  and  three —  drank  nothing  but  water  all 
his  lifa,"  was  the  ansTver  and  comment. 

Old  Soak  shuddered,  mournfully  shook  his  head  and  said: 
"It'll  get  the  best  of  them — sooner  or  later." 

Tom  Dolan  offers  other  evidence.   Tom  is  himself  seventy 
years  old  and  still  active  as  head  porter  in  one  of  Colo- 
rado's big  hotels.   One  day  a  letter  he  was  slowly  reading, 
■eemed  to  trouble  him.   Finally  a  friend  vanturod  to  express 
sympathy.   Whereupon  Tom  explained  that  he  had  Just  read  of 
the  death  of  his  father,  in  Ireland,  two  weeks  before. 

"How  old  was  your  father?"  asked  the  friend. 

"One  hundred  Bind  six  years,"  said  Tom. 

The  next  question  was:  "What  seemed  to  be  the  matter 
with  the  old  gentleman?" 


§74 


[355] 


-2- 

Tom  took  a  step  nearer,  dropped  his  voice  to  a  confi- 
dential tona,  il  you  thB  truth,  I  think 
he  killed  himadii  aiiuixi^  .(■iUL^^,.  " 

-    •    •  •              -  be 

long,  ng 

the  neceaalty  for  or  th^      Jioy  of  intell  persist- 
ent, truthful  I      ar  ad/u^Lislng. 

Tbe  •  ♦  ♦  -^  «  •  is  r.   It  If  3- 

papor    we    now    IC'-'v    fmv;     f.  ,  .will     1v-.  V.n- 

Dorrow,    next  v. 


It  has  a   following  solely  on  scc-oujpt  of  t'  jt" 


f- 


quality  anl  not  b 

f<'-,    ••  .    ■ 

B 

every    a ^  on 

0'  .'3. 

The  *  *  *  *  •  *  ia  on  m3r=it  friendly  and  Intl-nnte  terms 
with  all  its  subaoribars  bee:  ,  often 

a-- " 

b. 

can  proc 

T'l  1   the  c  rtisl' 

d'  and  iaaat 

,w.j    .\.3peetfully. 


[356] 


nni  inn 

THE  WANT  AD.  MEDIUM  OF  THE  WEST  PUBLISHED  EVERY  DAY  OF  THE  YEAR 


'So  the  Peofile  May  Know" 
0\ ID 


trr   IN   CNQRAVERS   OLD   CNOLISH   eOLO,    RECUT  CASLON 
AND  occur  C«SLON  ITALIC       MONOTONE  BORDER 
AMERICAN   TYPE   FOUNDERS   COMPANY 


iB^nu^r,  Colo. 


Dsar  Pir-: 

f    !  M  H   citpaT  i.-.£r  wnn,   bsfora  Wjomlng,    or  any  other  sec- 
tion h,    red  and  still   ready  West,   had 
appeHi     ' 

It  1  'ttortlon   froff   or1'?'1n»l    oodas   in  Eng- 

land   b'-fr  i  ^ 

Re-:-  f)i  ,    ;or  Sir  Walter 

Scott,    or.o   of  }  "   dividing   the 

spoil  by    *'"  •  ; 

i.  hoofs 
the  keeper's  feo." 

r-   '  '     -'■■"  ,    --   "-   ■—•    ---   -'■  --^n 

know! 


fo  98, 

wi "  < 

the   " 


teen 


year? , 


wr>  ter  has   t)  t  to  know 


p-t 


^   its  advBrtlslnj?  quol- 


th  al .      Tiiey 

a]< 

it  is 
the   r.  •    ^--_ 

or  no 

T>iF!  r,h  are  prizit&d 

within. 


Very  respeotfully, 


§74  [3571 


THE  DENVER  POST.  15c.  a  week.  Including  Sunday 


Delivered  Anywhere  on  Earth 


"SO  THE  PEOPLE  MAY  KNOW" 


THE  DENVER  POST 


PUBLISHED  EVERY  DAY  IN  THE  YEAR 
THE  OFFICIAL  PAPER  OF  THE  PEOPLE 
THE  WANT  AD.  MEDIUM  OF  THE  WEST 


Dictated 


DENVER,  COLO. 


SET   IN  CLCARFACC  OOTMIC 
AMERICAN  TYPE  rOUNOERS  COMPANY 


Dear  Sir:- 

S      •  of  legs  brings  to  mind  the  wooden  substitute 
worn  ty       Wegg. 

That  worthy  accorded  one  merit  to  this  artificial  mem- 
ber, not  possessed  by  the  one  which  nature  furnished,  and 
that  was  that  it  did  not  have  to  be  kept  warm. 

Old  Silas  realized  Kost  likely  that  this  quality  in  it- 
self did  rrt  f~  t  him  ary7.here.  At  cry   rate  he  vias  never 
'   v.n  to  c      -■   the  use  of  a  wooden  leg  as  an  aid  in  irak- 
ii  ;;,•  pc'  '      jt^ccrds  ncr  did  he  ever  affirm  that  he  could 
get  a:       org  his  friends  as  freely  »ith  this  handicap  as 
he  coula  v....'i.r.cut. 

The  •♦••♦•  has  its  full  complement  of  helpful  legs. 

There  are  no  wooden  ones  among  them. 

In  the  slang  of  the  street  they  "go  some." 

They  go  quickly,  frequently,  constantly  and  arrive. 

Last  year  on  reek  days  only  so  ir.ery  legs  were  required. 
This  year  rore  were  needed  and  obtained. 

On  Sundays  in  1910  so  many  were  enough — a  niur.be r  in- 
sufficient on  Sundays  in  May  1911. 

The  bpst  mrn  end  women  in  *****  *  and  the  entire 
Roc'         n.  West  welcor.e  and  read  The  •♦•••».   They 
do  •         -!G  it  is  the  best  dally  newspaper  in  this  field 
and  aLicrg  the  bicgest  of  the  really  big  papers  in  the  entire 
United  States. 

Of  the  detailed  statement  of  circulation  printed  herein 
we  ask  ycur  careful  consideration.   It  is  a  truthful  state- 
ment.  It  is  true  as  a  v:hole.   It  is  true  as  to  details.   It 
is  precisely  vhat  we  say  it  is  or  no  pay  whatever  fcr  the 
advertising  offered  because  of  these  representations. 

The  advertisements  printed  by  The  ••••••  add  other 

evidence  of  leadership.   The  volume  of  this  business  over 
the  r.cxt  ••*••*  dally  is  on  aji  average  about  30  columna 
per  issue  or  200  oolvimns  per  week. 

Respectfully, 


[358] 


§74 


The  Official  Organ  of  the  People  The  Want  Ad.  Medium  of  the  West 


so  THE  PEOPLE  MAY  KNOW 


The  Denver  Post 

Puhlished  Every  Day  in  the  Year 

DENVER,  COLO. 


8CT  IN  AV1L 

AMERICAN  TYPC  FOUNDERS  COMPAHV 


Dear  Sir-: 

Kaver  send  a  toy  to  cill. 

This  bit  of  l!clsan  County  wisdcn,  thick  with  the  dust 
of  tasaallng  corn  and  bristling  with  the  beards  of  ripened 
wheat,  is  a  safe  rxile  of  action  for  advertisers. 

This  Is  particularly  true  when  business  conditions  gen- 
erally are  net  so  very  good  and  r/hen  it  is  of  the  utsost 
importance  that  advertising  appropriations  unfailingly  bring 
back  adequate  returns. 

Give  the  boy  a  chance — surely,  in  good  season,  but  not 
now  when  he  is  all  that  is  between  the  family  and  an  empty 
flour  bin.   Give  these  weak  daily  newspapers  a  show--but 
when  ta-Ying  an  advertising  chance  cay  not  Jeopardize  your 
business  integrity. 

The  •♦•♦»•  observes  that  its  advertiser3--big, 
little,  local,  other,  all — are  already  in  possession  of  this 
knc^leci-a  and  have  governed  their  advertisir.,';  actions  by  it. 
For,  during  the  six  ronths  ending  June  30,  1911,  they  have 
ena'bled  this  paper  to  make  a  volume  of  advertising  history 
biggar  in  nicney  value,  bipc^r  in  c      -  advertising  and 
bigger  in  n-ar.ber  of  classified  adv-.  .-.. :.r..ents,  than  it  was 
for  the  like  period  In  1910,  and  bigger,  therefore,  than  any 
corresponding  time  in  the  life  of  The  •♦*••♦ 

Here  are  a  few  interesting  details: 


The  •♦♦•♦•  Advertising,  All  kinds  296,640  in.  14,832  ooluami 
The  next  ♦•♦  Daily  "  "  189,640  In.  9,482  columns 
Th«  ••••••  leads  by  107,000  in.   6,350  columns 


§74  1359] 


-2- 

The  ♦•••**  led  the  next  •♦••♦•  paper  in  the 
first  six  month"  "'^  ^910  by  4313  columns. 

The  •••*•*  leads  for  181  days  this  year,  per  day, 
by  29.5  columns. 


The  •••••♦  led  for  181  days  in  1910,  per  day,  by 

23.  n  „.,-i,.,v,„c,. 

-The  ••♦•••  printed  this  year, 
up  to  ,.       ,  .  .,  .,...,1118  of  display  advertising — 325 
coluinns  more  than  last  year.   The  Next  •♦♦••»  Daily 
printed  this  year,  6172  columns  of  display  advertising — 
3139  colurons  less  than  this  paper  printed  and  277  columns  of 
display  less  than  its  own  record  in  1910. 


Classified  Advertisements — The  ♦•*••*  printed, 
this  half  year,  293,450  separate  Want  Ads.  against  139,104 
by  the  next  local  dally.   The  ••••♦•♦  shows  a  gain  for 
these  six  months  of  25,791  separate  Want  Ads.,  while  the 
next  pe.per  has  a  loss  of  40,418  of  these  ads. 

This  is  certainly  overwhelming  evidence  that  The  •  ♦  • 
is  re^rded  hy  its  advertisers  as  the  one  big,  strong,  re- 
sult- um  in  this  rich  Eccky  foun- 
tain :          . J -..-.■  they  are  not  sendir.g  a  boy 

to  Hill. 

The   details   of  tho   f^i  ^-'^ulation  of  this  paper  for  June 
aire  set  forth  herein. 

Respectfully, 


[360] 


PUBLISHED  DAILY  THE  YEAR  ROUND 


OFFICIAL  MEDIUM  FOR  THE  PEOPLE 


The  Denver  Post 


IDIUV-V-V.V 


The  Want  Ad.  Medium 
of  the  West 


■V-V-W-IDI 


"SO  THE  PEOPLE  MAY  KNOW" 


Denver,  Colo. 


•CT  IN   HCHaCM  or  TNC   CLCAHrACC   FAHILV 

TaiCKY  •OROCR        VCRBATILE  ORNAMENT        FRENCH    CAST   SQUARES 

AMCRlOAH  TtP£  POUNDERS  COMPANV 


Dear  Sir-: 

"What  drug3,  what  charna,  what  conjuration  and  what 
mighty  magic"  Othollo  employed  to  win  the  fair  Desdemona, 
proved  to  be  only  the  simple,  truthful,  moving  and  forceful 
recital  of  his  own  eventful  career. 

The  •♦••♦•  jia3  been  charged  with  some  such  dark 
witchery  in  securing  for  itself  the  largest,  richest  and 
best  following  of  paying  subscribers  ever  given  a  daily 
newspaper  in  the  Rocky  Mountain  States,  and  larger,  consid- 
ering the  total  population  of  its  field,  than  any  other  paper 
in  the  entire  United  States  can  boast. 

Every  sixth  person  in  the  City  of  •***•*  is  a  sub- 
Boriber  to  The  ♦♦•••♦  Sunday  Post — every  tenth  person  in 

the  entire  State  of  Colorado  pays  for  a  copy  of  each  Sunday 
issue. 

The  only  "spell"  this  paper  ever  cast  to  obtain  the 
splendid  favor  of  this  discriminating  people  was  to  print 
the  news.   Accuracy  in  its  recital  was  of  first  considera- 
tion.  Promptness  in  publishing  was  next.   Then  big  men  and 
big  women  wrote  it.   The  best  artists  made  the  pictures  and 
aartoons.   No  oubjeot  of  human  interest  was  neglected.   Ho 


§74 


[361] 


-a- 

good  movement  of  common  concern  but  what  was  led  success- 
fully by  The  ♦•♦♦•*.   if  public  men,  corporations  or 
Institutions  have  erred,  The  ♦  *  *  •  •  *^  without  rancor  or 
bitterness  or  self-seeking,  has  returned  them  to  just  ways. 
Little  wonder  that  such  a  paper  is  strong,  invincible  and 
has  £ui  ever  increasing  niimber  of  new  readers.  The  details 
of  the  distribution  for  July  are  printed  within. 

Merchants,  manufacturers  and  dealers  generally  know  the 
great  advertising  worth  of  The  ♦•*•••.   it  is  the  only 
♦•♦***  newspaper  whose  advertising  revenues  for  the 
seven  months  of  1911  are  in  excess  of  the  corresponding 
period  of  1910.   July's  business  Illustrates  the  extent  to 
which  advertisers  prefer  The  •♦•♦**.   There  were  942 
columns  of  advertising  of  all  kinds  more  than  the  next  local 
newspaper.   Local  display  advertisers  gave  us  436  columns 
more  than  this  next  daily;  foreign  display  advertisers,  93 
colimms  more,  and  classified  advertisers,  413  columns  more. 

This  is  certainly  a  most  pronovmced  and  convincing  pref- 
ermen.t  and  proves  that  this  paper  is  the  one  big,  sufficient 
advertising  mediizm  in  this  field. 

Respectfully, 


[362] 


THE  DENVER  POST 

^f^^  Published  Every  Day  of  theYear 
The  Want  Ad.  Medium  of  the  West 
The  Official   Paper  of  the  People 

"SO  THE  PEOPLE  MAY  KNOW- 


DENVER,  COLO. 


8CT  IN  STRATHUORE  OLOSTVLE       BTRATHMORE  ORNAMENTS 
AMERICAN  TYPE  FOUNDERS  COMPANY 


Dear  Slr:- 

The  Caliph  Omar  would  have  made  Carnegie  libraries  im- 
poasible  and  driven  that  lucre-incrusted  Laird  of  Skibo 
Castle  and  Pittsburgh  Into  other  channels  for  avoiding  the 
disgrace  of  dying  rich. 

Omar  ordered  the  vast  Alexandrian  Libraries  burned, 
eifter  refusing  to  give  them  to  the  learned  men  of  that  city. 

"If  those  books,"  said  he,  "contain  anything  which  is 
contrary  to  the  'Koran,'  they  deserve  to  be  burned;  if  they 
contain  what  is  written  in  the  'Koran, '  they  are  unneces- 
sary," hearing  which  these  wiseheimers  in  the  chaste  parlance 
of  the  day,  observed:  "Truly,  we  have  a  fat  chance  to  save 
these  treasures  from  the  flames!" 

The  Caliph  Omar  has,  in  this  Rocky  Mountain  West,  every 
weekday,  about  60,000,  and  every  Sunday  about  88,000  poten- 
tial successors,  who  have  decreed  the  standard  for  excellence 
in  their  daily  newspaper  to  be  that  set  up  by  The  *•••••. 

No  other  three  daily  papers  in  combination  in  the  state 
have  so  large  a  following.   No  other  paper  in  the  country 
has  a  circulation  as  large,  population  considered. 

Equal  in  rank  but  less  in  numbers  are  other  Caliphs, 
commonly  called  advertisers,  who,  from  day  to  day,  month  to 
month,  year  In  and  year  out,  affirm  without  hesitation,  that 
as  an  advertising  medium,  nothing  here  is  necessary  but  The 


§74 


[363] 


The  local  display  advertising  printed  by  The  •  •  •  •  • 
in  the  ten  months  ending  Octoher  Slst,  amounted  to  3,305,568 
lines,  or  236,112  inches,  or  11,805.6  oolxunns — a  suhsteuatial 
increase  in  volume  over  the  corresponding  months  of  1910. 

The  foreign  display  advertising  amounted  to  972,972 
lines,  or  69,498  inches,  or  3,474.9  columns.   This  too  is 
more  advertising  of  this  class  than  we  printed  in  1910,  the 
volume  increasing  as  the  year  grew  older,  October  showing  am 
increase  of  65  columns,  or  14  per  cent. 

Tlie  *♦♦**•  printed  this  year  up  to  October  31st, 
492,402  separate  Want  Ads — 39,161  more  than  we  printed  in 
the  corresponding  time  in  1910.   The  next  ♦♦•♦♦•  daily 
this  year  printed  233,379  separate  Want  Ads — a  nvimber  63,585 
short  of  what  it  printed  in  the  first  ten  months  of  last 
year. 

The  *  ♦  *  •  *  ♦  is  the  only  daily  newspaper  between 
Chicago  fi.nd  San  Francisco  which  could  boast,  if  it  would,  of 
an  advertising  gain  for  the  ten  months  of  1911. 

The  fact,  however,  justifies  the  decree  of  the  Caliphs 
that  no  paper  here  is  necessary,  as  a  newspaper  and  as  an 
advertising  mediiim,  save  alone  The  *♦••*♦. 

Respectfully, 


1364] 


The  DENVER  POST 


PUBLISHED  EVERY  DAY  IN  THE  YEAR        "SO  THE  PEOPLE  MAY  KNOW" 


•Che  Offclal  Paper  vf  the  Peapk 


Denver,  Colo. 


•  rr  IN  MCNBCRS  OF  THE  CHCLTENHAM 
BU3HA  onNAMCNTt  INLAND  BORDCft 
AMIRlCAN   TYPC   FOUNDERS   COMPANY 


Dear  Sir:- 

The  top  is  not  a  comfortable  plaoe.   It  Is  not  even  en- 
viable or  greatly  to  be  desired. 

"Uneasy  rests  the  head  that  wears  a  crown,"  was  the  way 
Louis  XIV.  sa-w  it. 

Madame  Patterson  Bonaparte  know  when  she  was  well  off 
as  expressed  in  her:  "ITot  the  throne,  but  very  near  the 
throne . " 


The  top  is  a  goal  attained,  which  at  best 
more  than  huaanly  finite. 


"^13   no 


Again,  it  is  the  ripened  grain  on  the  stalk — a  harvest 
time — the  beginning,  too,  of  decay. 

General  Taylor,  of  the  Boston  Globe,  onoe  said  to  his 
fellow  publishers:  "From  the  top  all  roads  lead  down," 


The  •♦♦♦♦•  has  never,  in  its  own  consciousness, 
reached  the  top.  Kore  than  this,  it  has  nevar  fixed  or  de- 
fined this  position.  It  never  hopes  to  reach  it — will  take 
precious  good  cars  that  it  does  not. 

The  •••••♦  — and  this  is  an  entirely  different 

matter--i3  a  leader  among  V-"   -  - • i -  - -  of  North 

America- -THE  leader  in  the  . 

It  proposes  to  thus  continue  to  lead.  And  it  will  lead 
because  it  will  livo--becau39  it  will  ever  bo  a  better  news- 
paper--!      it  wil''   "  '  "!.  to  do  for 
an  anny      \   and  w.                ,      .     ever  ad- 
rancing  their  ideals. 


§74 


[365] 


-2- 

The  evidence  of  the  continued  growth  amd  the  leadership 
of  The  *♦*♦♦•  is  shown  in  its  circulation — something 
like  3,000  copies  more  per  day,  at  this  time,  than  it  weis  a 
year  ago. 

The  volume  of  its  advertising  is  additional  proof  of 
the  leadership  of  The  ♦••••».  jor  the  eleven  months 
ending  November  30th,  it  printed: 

Local  Display  Advertising...  13,156.0  columns 
Foreign  Display  Advertising.   3,898.5  columns 

Classified  Advertising 10,055.4  columns 

TotauL  Advertising 27,109.9  columns 

The  •••*♦*  has  a  gain  over  the  corresponding  period 
in  1910  of  692.0  columns  of  display  advertising  alone-   The 
next  ••••♦♦  daily  has  a  loss  in  display  advertising 
from  ••*♦••  merchants  alone  of  1,938.0  columns. 

The  *•♦♦♦•  leads  this  next  local  paper  in  total 
advertising  for  eleven  months  of  this  year  just  10,991.0 
oolmnns.   The  difference  in  favor  of  The  *•*••*  at  this 
time  last  year  was  7,433.0  columns. 

The  ••»♦♦•  has  prtnted  this  year  536,684  separate 
Want  Ads.   The  next  paper  has  printed  252,118  Wsmt  Ads. 

All  of  which  ought  to  be  convincing  evidence  that  you 
may  advertise  successfully  in  this  paper. 

Wishing  you  the  compliments  of  the  season,  we  are. 

Cordially, 


[366] 


THE   DENVER   POST,  INCLUDING  SUNDAY.  15C.AWEEK  DELIVERED   ANYWHERE  ON    EARTH 


•so  THE    PEOPLE    MAY    KNOW 


The  Denver  Post 

The  Official  Paper  of  the  People  The  Want  Ad.  Medium  ofthe  West 

Published  Every  Day  in  the  Year 


DENVER.  COLO. 


SET   IN  TVPO  QOTMIC 

AMERICAN  TVPE  FOUNDERS  COMPANV 


Dear  Slr:- 

Billy  Root-- this  was  in  • 73-- the  year  Congress  went  to 
sleep  and  enacted  its  infamous  argent  crime — and  his  pardner 
entrained  a  herd  of  burros  down  to  *****  •  one  hot  August 
day,  intent  on  buying  supplies  for  their  mines. 

Late  in  the  afternoon  they  finished  work.   The  next 
dawn,  when  they  would  start  home,  was  hours  away.   Therefore 
they  sought  divertisement.   Some  hospitable  publican  gave 
their  inclination  a  liquid  turn.   This  impressed  them  so 
favorably  that,  for  the  entire  long  session  that  followed, 
they  refused  all  else  but  Peoria  products. 

At  sun-up,  however,  they  were  across  the  Platte,  sadly, 
thirstily  toiling  over  the  long,  waterless  divide  to  Clear 
Creek.   The  burro  pack  train  relentlessly  enforced  the  speed 
limit.   The  sun,  the  dust  and  their  thirst--but  cut  that. 
At  last  the  creek--its  name  fitted  it  then — was  in  sight. 
They  covered  the  last  quarter  of  a  mile  on  the  run,  leaving 
their  cargo  to  its  own  devices.   Throwing  themselves  prone 
on  their  breasts,  they  drank--and  drank  sooie  more.   After  a 
final  draught,  Billy  sat  up  and  satisfyingly  sighed  this 
tribute:  "If  I  had  known  this  stuff  was  so  good,  I'd  have 
drank  some  last  night." 

Now,  you  have  advertising  intentions — more  likely,  are 
actually  spending  real  money  for  advertising  space. 

You  should  know — probably  do  know — that  in  the  name  of 


§74  [367] 


-2- 

advertising  much  substance  is  wasted — many  disappointments 
lurk.   Your  business  story  is  in  this  program — that  direc- 
tory— or  guide  book--or  hanger--or  announcement — all  so 
many  plain  or  mixed  or  fancy  drinks,  to  be  indulged  sparing- 
ly or  as  your  purse  warrants  and  then  charged  to  charity  or 
experience  or  that  good  old  account,  Expense,  or  any  other 
you  like,  but  never  to  Advertising  Inves tuonts. 

Newspapers  of  character  are  tried  and  well  approved 
advertising  media. 

The  •  *  ♦  *  ♦  *  is  such  a  newspaper,  plus.   It  is  the 
best  advertising  medium  between  the  Great  Lakes  and  the  Pa- 
cific.  It  has  the  favorable  endorsement  of  more  advertisers 
in  all  that  range  than  any  other  daily  paper.   In  the  city 
Qf  *  *  «  *  i»  4>  i^T^Q    ♦♦»♦•*  ^g^g  preferred  to  any  other 

local  paper  last  year,  in  total  advertising,  by  a  majority 
of  8609  COLUKIfS.   The  *•*•♦*  received  70  per  cent  more 
money  for  every  one  of  these  columns  than  the  next  ***** 
paper,  per  column. 

How  big  the  circulation  of  The  •*•*♦*  is  and  where 
its  paid  subscribers  are,  is  told  within. 

Write  this  circulation  in  your  advertising  contract, 
which  we  anticipate  at  your  early  convenience. 

Respectfully, 


[368] 


^jj(E^ 


/^"^  OSMOPOLITAN 
^  MAGAZINE  ^^ 


381  Fourth  Avenue 

New  York 


ACT   IN   tTRATHHOItC   OlDSTYLE        VEHSATtLC   INITIAL 
STMATMMOBE  ORNAHCNT        STRAIMMORE   BOttDEN 
AMCmCAN   TYPE   roUMOEttS   COMPANY 


Dear  Slr:- 

What,  I  wonder,  ia  the  destination  of  thia  letter? 

Our  School  Department  has  teen  keeping  your  mails  occu- 
pied for  a  long  tine,  without  apparent  result.   It  set  out 
less  than  three  years  ago  to  bring  some  four  hundred  schools 
and  summer  camps  into  the  *•♦»♦•  fold.   Two  hundred  of 
these  are  already  with  us,  with  profit  to  themselves.   You 
belong  to  the  other  two  hundred  and  your  masterly  reserve 
has  interested  me.   I  have  determined  to  have  a  plain  talk 
with  you  myself  on  the  larger  aspects  of  *****  *. 

I  don't  know  anything  about  school  advertising.   I  do 
know  something  about  advertising.   I  know  that  the  school 
advertiser,  like  every  other  advertiser,  needs  publlolty, 
must  have  it,  and,  if  he  has  cut  his  wisdom  teeth,  goes  to 
the  best  market  to  get  it.   That's  your  side. 

My  side  is  this:   "I  know  what  every  well-informed  ad- 
vertiser and  advertising  man  know,  that  ******  is  now 
one  of  the  very  greatest  of  the  great  among  advertising  me- 
diums —  not  great  for  Just  a  few  kinds  of  advertising  but 
great  for  all  kinds  of  advertising,  yours  included. 

I  know  that  it  is  one  of  the  four  magazines  of  largest 
circulation  and  broadest  appea] ;  that  it  goes  into  nearly 
450,000  homes  of  comfort  e         \   and  ia  read  by  over 
2,000,000  wall-to-do  Indiv.     ,   .n  and  woms  i  of  light  and 
leading.   I  know  that  it  ia  entirely  safe  to        t  there 
is,  on  an  average,  at  least  one  boy  or  girl  ol  ^^.,.:ol   age  to 
every  one  of  those  450,000  •♦•♦♦♦  families. 

I  know  that  ♦•♦••♦  School  Directory  for  the  beat 
reason  in  the  world  has  grown  more  rapidly  than  that  of  any 
other  magazine,  and  I  know  that  this  last  year  it  received 
directly  and  referred  to  the  various  achoola  advertising 
in  It,  over  OlfE  THOUSAND  special  inquiries  from  parents  and 
pv-oo,  -,.fi,'.,  ^...iir-^  -,1  i.a  -f,-  :n   tho  othor  th'""'-'>'  -'=1  of  *  *  *  • 
j  received,  a?       reoeived, 

fiiL,  ..    i  :.     ,1     L.y     l.LiJ     3'Ji.PUi.a  -  -     ■     .     themse  i  v  '   ;.' . 

I  know  -  but   that's   ti  t   for  one  meal.      I  don't 

want   this   letter  to  be   inditjuo title. 

Very   truly  yours, 


§75 


[369] 


Cosmopolitan  Magazinl 


381  FOURTH  AVLNUL 
NLWYORK 


srr  IN  auLPiNCH  olostvle 

AMERICAN  TVPC  rOUNOERB  COMPANV 


Dear  Mr.  •••♦•• 

Going!   Going!   Saturday  'twill  be  GOHE! ! ! 


YoTzr  last  chance  to  buy  space  in  February  ♦••••• 
at  the  $500  rate. 

Unless  there  is  an  extraordinary  reeison  for  staying  out 
— yoa  certainly  ought  to  be  in — 

Because  the  rate  goes  to  $600  with  Uarch — increase  of 
20^  over  the  (500  rate. 

In  actual  copies  sold  you  buy  more  circulation  at  less 
cost  in  *****  *  than  in  any  other  weekly  or  monthly 
publication  in  America. 

Magazine  on  sale  January  10th — when  folks  are  clipping 
investment  coupons,  and  are  apt  to  be  in  a  spending  fraune  of 
mind. 

If  you  want  space,  fill  in  the  blanks  on  the  wire,  and 
send  it — collect.   Mail  copy,  and  outs  (if  any)  at  once, 
unless  you  want  me  to  repeat  any  previous  copy.   If  so,  say 
so  on  the  wire,  and  oblige, 

Yours  very  truly, 

P.S.   If  in  doubt,  ask  your  newsdealer,  your  agent,  or  «my 
advertiser  now  using  our  pages. 


[370] 


381  FOURTH  AVENUE 
NEW  YORK 


SET  IN  CLOISTER  SLACK  ANO  BOOKMAN  OLOSTYLE 

MIBSAL  INITIALS 

AMERICAN  TYPE  FOUNDERS  COMPANV 


Dear  Mr.  ••••♦• 

Your  clients  -  how  much  confidence  have  thay  in  you? 

Are  you  their  counsellor — their  valued  attorney,  or 
merely  their  broker  in  advertising? 

Your  status  will  be  determined  by  the  line  of  action 
you  pursue  in  the  following  contingency: 

January  Ist,  ♦•••*•  rate  goes  to  $600  a  page. 
Rate  to-day,  ajid  until  December  31st  good  on  definite  orders 
for  definite  space  in  definite  issues  up  to  and  including 
February  1913  $500  a  page. 

AS  ADVERTISING  COUNSELLOR:  you  will  advise  your  clients 
of  this  fact,  and  maybe,  add  that  in  view  of  "Cos's"  growth 
in  circulation  it  might  be  policy  to  take  advantage  of  this 
offsr,  and  place  an  order  now. 

AS  ADVERTISING  ATTORNEY:  you  will,  to  protect  each  cli- 
ent's interests  now,  go  over  each  present  or  proposed  plan — 
broadly  consider  •••♦♦•  past,  present  and  future-- 
place  orders  for  your  various  clients  till  February  '13,  In- 
olusive--and  advise  each  client  of  your  action.   This  is 
the  strong,  decis^ive,  business -confidence-winning  way. 

AS  BROKER:  We  say  frankly — don't  advise  your  clients. 
On  a  fixed  commission  basis,  you'll  moke  more  out  of  placing 
the  business  at  $600  a  page  and  later  (probably  around  the 
fall)  at  $750  a  page  -  than  you  do  now. 

Accordingly — as  you  rate  yourself — what  are  you  going 
to  do  about  it? 

Yours  very  truly, 


§75  [3711 


Coamopnliian  Ma^uzins 


3BX  iFowrtli  Aurnup 


Batrb 


1  r 


srr  IN  ENORAvcns  old  cnqlish  bold     chap-book  ouidons 

AMERICAN  TYPE  FOUNDERS  COMPANY 


The  •♦♦••*  stocking  Co., 


Grentlenen: 


Last  night  I  visited  a  house  -  Just  a  plain  middle-class 
house. 

Over  in  a  corner  of  the  living  room  sat  a  white-haired 
old  ladj.   She  was  darning  socks. 

And  I  thought  of  dear  Tom  Hood,  and  his  immortal  "Song 
of  the  Shirt,"  and  then,  far  be  it  from  me  to  travesty  such 
a  genius,  I  Jotted  down  these  lines: 

The  Song  of  the  Sock 

With  fingers  weary  and  worn. 

Darn,  dam,  darn, 
A  woman  sat  all  forlorn. 

Darn,  darn,  darn. 

No  blessed  leisure  in  evening  hours, 
A  pile  of  socks  before  her  towers. 
They  have  to  be  mended  -  her  spirit  cowers. 
Dam,  darn,  darn. 

This  fajnily  were  subscribers  to,  and  readers  of  *  •  *  • 
—  There's  nearly  a  million  other  feimilies  like  them.  What 
an  appeal  you  could  make  through  our  pages! 

Ask  your  agent  about  the  February  number. 

Yours  very  truly, 

P.S.  Rate  |500  a  page,  and  pro  rata.   February  forms  close 
December  15th.   Magazine  on  sale  January  10th.   Hurry  copy 
for  February  number  -  send  it  direct,  and  instruct  us  through 
your  agent  (if  any). 


[372]  §75 


BCT  IN  BELLA  ROBBtA       DKLLA  ROaSIA  ORNAMENTS  AND  FESTOONS 
AHCRICAN   TTPC   FOUNDERS   COMFANV 


38 1  Fourth  Avenue 

NEW  YORK 


stocking  Co. , 


The    •   ♦   •   ♦   •   • 

Sentlemen:- 

I  thought  of  a  second  stfinza  for  the   "Song  of  the  Sock" 
-  here  it  is: 

0  men  with  sisters  dear, 

Dam,   dam,   dam, 
0  men  with  mothers  and  wives. 

Dam,   dam,   dam. 

'Tia  not  that  you're  wearing  small  holes  in  your  socks. 
But  the  fact  that  such  labor  one's  true  spirit  mooks; 
So  go  to  your  hosier  —  and  order  a  box  — 
Of  •*•***-  the  wonderful  Guaranteed  Socks 
Dam ,  dam ,  dam . 

And  I'll  wager  that  the  million,  or  more,  women  readers 
of  *****  •  will  bless  you,  and  your  thought fulness,  if 
you  bring  home  this  fact  to  their  menfolk  -  and  you  reach  at 
least  three  million  men  and   women  when  you  advertise  in  our 
pages. 

As  I  told  you  previously,  the  fSOO  rate  holds  good  for 
Tebruary.  Forms  close  December  15th,  so  hurry  up  copy.  We 
don't  want  to  rush  things  at  the  last  moment. 

Yours  very  truly, 

In  reply 

refer  to 

GUI 


§75 


[3731 


Cojsmopolitan  iHaga^me 

il^umber  381  jFourtl)  2i)3tmt 


DatcB: 


SET  IN  CASLON  TEXT      CHA»>IOOK  OUIOONS 
AMERICAN   TTPC   FOUNDERS   COMPANY 


Dear  Sir:- 

Have  you  ever  visited  Matnmoth  Cave  near  Louisville,  Ky.? 
It  was  my  good  fortune  to  visit  this  Cave  and  I  think  its 
peculiarity  is  a  Law  of  the  Universe. 

Here  I  saw  the  deep  columns  of  stalactites  and  stalag- 
mites -  mineral  substances  peculiar  to  this  cave.   These  col- 
umns have  been  building  from  time  unknown  by  the  dripping  of 
minerally  charged  water,  one  drop  at  a  time,  forming  solid 
columns  in  some  instances  from  top  to  bottom.   Others  are 
but  partially  formed  but  still  building. 

Now  one  could  watch  the  formation  of  these  columns  for 
ever  so  long  and  still  fail  to  notice  any  perceptible  change, 
altho  it  is  nevertheless  taking  place.   Nature's  Law  of  Repe- 
tition does  the  work  imperceptibly  but  effectively. 

Now  the  Law  of  Advertising  is  the  Law  of  the  Universe. 

A  successful  business  has  the  constant  repetition  of 
everlasting  drops  of  advertising  with  the  mineral  of  Juat- 
plain-old-fashloned-honesty  in  advertising. 

If  you  could  make  your  advertisements  and  follow-up 
read  as  you  would  talk  -  filled  with  "just  plain  honesty" 
repeated,  again  repeated  and  again  repeated  everlastingly, 
you  would  be  bound  to  succeed,  other  things  likewise  being 
•qual . 


[374]  §76 


Your  advertising  auid  salesmanship  -  or  conmonly  known 
as  "follow-up"  -  must  also  work  in  this  same  intimate  har- 
mony.  The  man  who  says  advertising  does  not  pay  should  not 
too  erroneously  throw  the  blaine  on  advertising.  Just  let 
him  ask  himself, 

Was  my  advertising  persistent  repetition? 

Was  it  "Plain-Every-Day-01d-I"ashioned-Honesty?" 

Did  I  treat  the  inquiries  intelligently  and  often? 

Did  I  try  to  persuade  the  inquiries  by  mere  cold  logic 
or  by  good  straight  interesting  talk  that  reaches  the  heart? 
You  know  Abraham  Lincoln  is  quoted  as  saying,  "A  drop  of 
honey  catches  more  flies  than  a  gallon  of  gall." 

And  remember  as  a  parting  shot  there  are  two  classes  of 
people,  those  who  do  things,  and  those  who  make  excuses. 
Procrastination  may  mean  opportiuiity  lost  to  you. 

Don't  leave  a  loop  hole  for  an  »xovL3e. 

Very  truly  yours. 

Postscript: - 

The  advertising  forms  for  our 
March  ♦♦♦♦••  are  now  be- 
ing made  up.   An  order  blank  en- 
olosad  gives  you  ratas,  closing  data 
etnd  all  necessary  information. 


§75  [3751 


Cosfmopolitan 


SET   IN   CLO'STEK   BLACK        STNATMMORE   ORNAMENT        LINEAR   SOROER    NO.   2 
AMCRICAN   TYPE   FOUNDCRS   CDH^ANT 


ilumfJtr  381  JfourtI)  sabtnue 


i?EtD  |9orfe 


Dear  Blr:- 

It'3  pleesant  to  ride  in  the  parlor  car  over  the  present 
road  bed  of  any  railroad  from  Chicago  to  Denver. 

But  Aid  ytiu  ever  stop  to  consider  how  the  railroad  was 
constructed  tie   hy  tie  over  a  road  bed  many  years  building? 

It  would  not  have  been  much  of  a  road  if  the  work  had 
stopped  after  the  first  five  miles  of  laying  the  tracks,  be- 
cause the  predicament  arose  "all  the  money  is  going  out  suid 
nothlrg  coming  In." 

These  railroad  men  have  the  prescience  to  see  the  fu- 
ture. Their  efforts,  money  ajid  foresighted  instinct  was  a 
sure  erongh  gamble. 

Right  among  the  advertisers  of  schools  and  colleges  we 
find  advertising  builders  of  the  same  calibre  as  these  rail- 
road  men.  Fortunately  we  have  only  a  few  builders  who  are 
building  for  the  present  and  not  for  the  future.   These  look 
for  immediate  results  and  are  not  content  with  what  their 
present  efforts  will  mean  to  them  in  the  future. 

Don't  get  discouraged  after  you  have  laid  the  first  few 
ties  of  advertising.   Keep  building  —  building  forward  and 
forward  --  onward  toward  reputation.   The  future  can  never 
be  obliterated  and  washed  away  if  built  on  the  solid  founda- 
tion of  advertising. 


[376] 


§76 


-2- 

The  printed  word  is  the   word  which  surviTes,  and  effl- 
olant  advertising  is  a  form  of  printed  word  never  to  be  for- 
gotten.  Ifaster  it.   Don't  let  your  past  one  time  effort  in 
•***••  defer  you  from  repeating  your  effort  NOW  —  the 
psychological  time  when  your  efforts  count  to  the  greatest 
degree.   Remember  it's  the  repeated  effort  rightly  applied 
which  makes  your  future  position  sure. 

Of  all  the  qualities  which  make  for  success,  intelli- 
gent, tactful  perseverance  is  the  most  valuable.   Any  Eimount 
of  engineering  skill  will  not  in  itself  build  a  railroad. 
Ho  amount  of  tact  in  itself  will  convert  financial  ability 
Into  raising  money  and  bringing  about  success.   There  must 
be  a  combination  of  knowing  how,  the  ability  to  do,  and  the 
PBRSBVSRANCE  in  doing. 

Very  truly  yours. 


P.S.  •*•♦••  is  the  Twentieth 
Century  Limited  carrying  your  adver- 
tisement direct  into  the  American  homes. 
No  stops.   The  next  available  issue  arrives 
September  10th.   Its  advertising  pages  leave 
17th  Inst. 


[377] 


381  iPourtl?  Auenu0  •  ^eut  ^ork 


3C 


=^ 


SCT  IN  CNO««VCRS  OLO  CNgUtH  lOUO       tCHUIL  OKNAHCNTS 
AMCKICAN   TYPE   FOUNOCRS   COMPANY 


Dear  Sir:  - 


A 


P"'^ 


3>  U 


,JI 


jUit 

rr 
cl 
I 


a  drei- 


We  have  five 

-ty  of  writing  good 

d  to  write  letters. 
'       .0  one 
,    I  am 
.Aui  poUi.der," 
.-..J.      I   l-'V'^   tlie 
.  -   th.8  a.:  , 

-' "■'^ly  who..   -^   ia.in8 


tion 

V'- 

Jo  _ 

etc.,    et    . 

wi*"-  ■^■-  ' 

1' 

ti 

wr     . 
k:, 
a: 

St 

,  ^^7  idea  from  refdlr.g  your  adver- 
ts 0  in  the  ■      r.i   of  your 
bu                         ■  *  *  *  *        I  aa  a  strong 
belie       its  possibilities. 

»-.--.-  J  ■ '•'  *'-"  "—rd?  Shall  I  go  ahead  and  revise, 

devise  or  c  ad?  Better  let  rae  go  ahead  with 

this  for  our  jjcc_03r  issue  which  closes  October  15th. 

Sit  right  down  and  write  me  now.  No  time  better  than 
the  present. 

Very  truly  yours. 


the 

I  do  this 

,  '^'•"^ -r  times 

of  the 

J. 

u « 

:;r- 
g'iuius  in  3       .liar 
i.3   a  study  c      "  -  a 

;g  is   an  i  :lon 

;_,._^t  mental   c  i....  ., .l-cal 

ps  you  have  both  (^uaiities 


[378] 


§76 


DC 


3DDDC 


30 


a 


Atlanta  City  Directory  Co. 


DC 


DDDDC 


Bell  Telephone  M.  1161  and  3026 


ICT  IN  Ckt'OfACE  OCTHIC       MONOTONE  eOKOCR       INUIND  eOROEK 
iMimCAN  TrU  POUNDERS  COMPANY 


61  1-2  E.  ALABAMA  STREET 

Atunta,  Ca. 


a 


DD 


Gentlemen: - 

Could  you  use  the  serrloea  of  a  moat  falthf-il,  in^iist- 

ant,  polito,  tlroleaa,  novsr-looe-aii-ordor  and  Stlvrrr'    '~- 
the-Job  ealc3Kan:  one  who  will  work  accurately  a^.       Zy, 
day  and  night  every  hour  of  the  year  v/ithout  pr^     ,^, 
pushing,  or  perquisites? 

We  can  furnish  you  suoh  a  nalesiian.   It  Is  Tho  *  *  *  ♦ 
thra  its  "Classified  Bualnesa"  daparti-aent. 

Tliis  Classified  Business  Department  is  the  onlv  ^j  lolete 
■Buyers  Guide"  obtainahle  of  the  City  of  ***••'  *.  Every 
buyer,  be  he  stranger  or  oitizon,  must  consult  it  if  h^ 
would  know  who  is  sni;Ling  what  he  wants  to  buy:  or  obtain 
the  most  and  bast  for  his  money. 

If  you  are  represented  in  it,  under  suoh  classifica- 
tions as  would  cover  your  business,  you  will  surely  get  many 
ohancDS  to  soil  your  goods  that  you  may  miss  if  not  repra- 
sentad. 

Each  classification  is  equivalent  to  a  salesman;  or  an 
open  door,  thru  which  the  world  can  buy  your  goodn. 

The  cost  of  each  classification  or  salesman:  or  open 
door,  with  your  name  in  black  type  is  only  $2  a  year. 


c  r\  v"ir  ^    r*  rt 


We  enclose  a  sample  illustrating  th 
you:  while  this  ahov/o  many  different  ol 

on  ono  pag3,  they  would  " — i.-..^  _  ,^  ,  ,^,, 

appoar  in  their  proper  ■  '.tion  t 

Cioasified  Pusinoss  y         .  oT  ovu;-  100 
root  place  to  guide  ■.        ctlve  buyer  i 


■d 
7 


The  •••♦♦•  City  Directory  Is  ooisuTt-f!  over  five 
Billion  times  a  year:  don't  you  thir  Id  be  worth 

|2  a  yoar  to  have  a  chance  at  that  in  ,         .ties  to  do 
business?   If  you  do,  ring  up  M.  1161. 

Respectfully, 


[379] 


JOSKPB  W.  HILtL.  PlucaxxiBNT 


V^AXO'ESl  O.  FOOXE:,  SsosaTAJtT 


BKLL  TKLSPSOKS  'M..  1161  iV>IX>  S260 


AxLiABrrA  City  Directory  Co* 

MAULING  USTS  KURNISHED 

Oir  A  1^1,  VOCATIONS  IN  ANY  I>AnT  OIT  THK  ^VORLJ).       CinCUl.Anf<  ADDRKflSICD  AND  UAXtJBD 

CURiUENT  I>I«lCcrPOni«B  Oir  ALL.  lMI*ORTANT  C1TIX«  IN  TUIB  UNIXICD  ffrATKS 

AND  CANADA,  AIXO  HOUB  OV  OXZIBR  OOUNXRIKH.  ON  KlLlfi  VOH 

THE  B*H1EB  RKinCRJBNCE  USB  OV  PAXItONii 


MKkinicR  AeaoolATtON 

iVUKRlOAN  £>UtlCCTOI«Y  I'U  ULJSHKltB 


SCT  IN  ENGRAVERS  SHADED  AND  CARD  MERCANTILE 
AMERICAN  TYPE  FOUNDERS  COMPANY 


eiMi  K.  A.I..A.Bi\^lV\.  gTRTCTBT 


A.TX.ANTA,  dA. 


Gentlemen :- 

One  million  readers  a  day  for  fl4.00.   Are  you  inter- 
ested? 

On  April  10th  we  made  you  an  exceptional  advertising 
offer:  to  cover  all  the  oities  of  America  for  you,  on  one 
order  emd  one  eleotro. 

We  know  the  offer  ia  large,  hut  we  also  Icnow  the  cost 
is  small,  and  we  know  the  service  is  good,  because  it  reaches 
the  hest  class  of  people  in  the  world:  the  office  and  store 
workers  of  America  -  the  very  people  who  buy  2;our  goods. 

We  can  offer  you  one  million  (1,000,000)  money-making 
and  spending  people  every  day,  who  will  READ  your  advertise- 
ment, at  the  most  favorable  time  for  you  -  the  time  when 
they  are  in  the  buying  mood  -  when  they  need  your  goods  - 
when  they  have  all  the  facilities  for  buying  at  hand  -  the 
Telephone,  Bookkeeper,  Stenographer,  Clerk,  Check  Book,  and 
Office  Boy,  the  combination  is  perfect:  and  it  holds  good 
every  minute,  of  every  hour,  of  every  working  day  in  the 
year. 

You  can  try  this  service  in  one  town  in  one  State,  or 
in  all   the  towns  of  all  the  States,  at  a  cost  of  from  flO.OO 
up. 

Compare  our  cost  with  that  of  any  other  respectable 
printing  advertising  mediiim. 

Compare  our  readers,  the  Merchants,  Lawyers,  Physicians, 
Ministers,  Buyers,  Bookkeepers,  Credit  Men,  Stenographers: 
in  a  word  the  entire  progressive  commercial  element  of  Amer- 
ica: with  those  of  any  other  medium  -  then  send  us  your 
first  order  you'll  repeat  -  we  know  it. 

Raspeetfully, 


[380] 


§76 


Atlanta  City  Directory  Company 

Mailing  Lists  furnished  from  all  over  the  World 

CIRCULAKS  ADDRESSED  AND  MAILED.  CURRENT  DIRECTORIES  OF  ALL  LARGE  CITIES  IN  UNITED  STATES 
AND  CANADA,  ALSO  SOME  OF  OTHER  COUNTRIES  ON  FILE  FOR  THE  FREE  REFERENCE  USE  OF  PATRONS 

JOSEPH  W.  HILL,  President     WALTER  O.  FOOTE,  Secretary  .      .  MEMBER  ASSOCIATION  OF  AMERICAN  DIRECTORY  PUBUSHERS 


Boll  Telephone  M.  1I6I  and  3026 


■CT  IN  MEMBCm  OF  THE  80DONI  FAMILY      VERSATILE  ORNAMENTS 
AHCRICAH  TYPE  FOUNDERS  COMPANY 


61  V&  E.  Alabama  Street 

Atlanta,  Ga. 


Gentlemen :- 

Wouldn't  you  like  to  talk  your  goods,  to  all  of  the 
dwellers,  in  all  of  the  Cities,  of  all  America,  every  minute 
of  every  day  in  the  year? 

Talk  to  atout  30  million  people,  at  a  cost  of  14  dollars 
a  day,  in  a  space  the  size  of  a  standard  magazine  page? 

That  is  just  what  we  can  offer  you:  the  entire  Urban 
population  of  .America:  or  any  portion  of  it,  at  proportion- 
ally aaove  mantionsd  cost. 

This  is  a  fact:  we  are  prepared  to  cover  practically 
every  city  in  America,  every  day  in  the  year,  with  &  i  -  -Ji 
or  full  page  adv.  at  a  cost  of  fron  4  to  14  dollars  a  day, 
and  do  it  thru  the  most  representative,  respectable,  and 
thoroly  read  medium  in  each  town  -  the  CITY  DIRECTORY. 


loe. 


One  order,  one  eleotro  amd  one  oheok  seoures  the  senr- 


You  can  use  your  magazine  "oopy*  if  you  wish. 


Your  own  hoae  Directory  Company  and  th3  •Association  of 
AJBerican  Diractory  PuoLishars,"  rapreaaating  10  aillioa  dol- 
lars, guarauatee  the  faithful  fulfillaent  of  your  order. 

This  offer  is  made  you,  because  your  goods  appeal  to 
the  office  and  store  workers:  wnom  we  approach  at  a  new  and 
favorable  timo,  they  do  their  buying  either  comin?  froji  or 
while  at  their  place  of  business  and  our  Directories  are 
their  constant  companion  during  all  their  wording  hours, 
therefore  the  shortest  link  between  buyer  and  seller. 

Kay  we  give  you  more  details,  and  good  reasons  whj  jou. 
eould  use  City  Directories  profitably? 

Respectfully, 


§76 


[381] 


NEW  YORK  MAIN  OFFICE  SsTpr^rMfn. 

315  Fourth  Av0nue  • 

^„,^^„„  SPRINGFIELD.  MASS.  ABERBEEN 

D         1    •     rt       n    nj:-A  Mynok  BuildtnA  Seulh  Dakota 

Peopl*  a  Gas  Bailaing 

The  Phelps  Publishing  Company 

PDBUSHERS 

Fairm  and  Home 

A  NATIONAL  SEMI-MONTHLY 

tCT   IN    HCHCIRS   or   TNC   IITMO   FAMILT 

AMCiKCAM  rvpc  rouNOtas  compact 


dentlemen:- 

In  1900  the  value  of  an  aero  of  com  waa  $8.50.   Now  it 
is  $14.80  -  an  increase  of  74^.   The  aore  value  of  wheat,  due 
to  the  higher  price  per  tushel  and  to  the  increased  yield 
per  acre,  shows  &n.   increase  in  farm  value  of  112^.   The  ten 
leading  crops  taken  together  show  an  increase  of  72.7;^  in 
farm  value.   This  means  that  the  farmer  who  made  flOOO  ten 
years  ago,  made  last  year  $1727  on  exactly  the  sajna  acreage, 
with  the  same  labor  and  sa-ae  tools.   He  has  |727  mora  that 
is  usahle  for  buying  more  land  or  more  tools;  for  educating 
his  ohillran;  for  improving  his  buildings;  and  for  buying 
various  kinds  of  advertised  products  msuiufactured  in  one  or 
all  parts  of  the  land. 

♦**••*  the  leading  national  semi-monthly,  with  its 
500,000  circulation,  will  introduoo  you  to  some  of  these 
farmers. 

Yours  very  truly, 


[382]  §77 


Dear  Friend: - 

Why    not    aurpri^o    jv,l;i      v;ui  o  jj  i.i.:i,     U.-iu    [^ive    ,.'L-ux      i^-^i-.iJKj- 

lutlons  a  treat? 

The  Fra  will  increase  your  will  power;  your  oapaoity 
for  friendship;  your  t  T";  r.ni   hy 

adding  to  your  health  >,  j. 

avert  that  humt  sienna  t    ,        j  tlia  eliiar  ooae,  and 
send  the  .undertaker  into  a  rooe       ). 

The  Fra  is  printed  hy  printers,  and  in  i 
strictly  hoaarty. 

We  just  must  have  your  subscr       --  ;" 
good  and  oure. 

Please  rnply  a'bniptly  nnd  ^7lth  prooiaioa. 


§78 


[383] 


Jfrom  Albert  Eulibarb 

rja^  €ri£  Countp,  ^cto  ^orb 


IfT   IN   CLOISTIII   aLACK 

CAXTON   INITIALS   AMD  ORNAHCHT 

AMCRICAN   rvPC   rOUNOERS   COMPAI 


Saint  Hyaclnthua  Day 
7.30  A.  M. 

Playmate: 

Here  Is  an  offer  that  no  sensible  person  like  you  can 
afford  to  resist. 

Come  in  on  it  for  yourself  and  friends  before  Saint 
Peter  closes  the  gate. 

A  little  bird  tells  me  that  1911  for  you  will  be  the 
happiest  and  most  prosperous  year  you  have  ever  known.  How- 
ever, you  must  subscribe  for  THE  PHILISTINE  in  order  to  get 
the  full  benefit  of  the  vibes. 

Remit  by  check,  stamps,  money-order,  Just  as  is  most 
••nvenient.  At  the  same  time  make  a  wish,  which  wish  we 
•arrant  to  coce  true.  The  mails  are  safe  unless  your  letter 
ia  registered.   One  Dolodocci! 

So  let  us  hear  from  you  as  soon  as  you  hit  the  Cosmic 
turf.   One  Taft  Dolodocci. 

Your  sincere 


[384]  §78 


The  Roycrofters 

Makers  of  De  Laxe  Books,   Hand-IVIade  Furniture 

and  Things,      Printers  and   Publishers  of 

The  Fra,  The   Philistine,   and 

Little  Journeys 


East  Aurora,  Erie  County,  N.  T. 


SET  ev  THE 

POOLE  PRINTING  COMPANY 

BOSTON,  MASS. 


Dear  Playmate  In  the 
Kindergarten  of  God 

I  am  not  Elijah  but  I  am  something  Just  as  good. 

I  am  Pericles  with  an  Aristophanes  twist  and  a  Socratlc 
mental  bias  gotten  from  my  cosmic  sleep  of  twenty-four  cen- 
turies close  by  the  dust  of  the  gentlemen  just  referred  to. 

I  know  more  than  Plato,  Pliny,  Paul,  Socrates,  Seneca, 
or  Shakespeare,  because  1  live  later. 

I  cum  fifty  years  old  and  have  never  been  sick  a  daiy  - 
having  never  read  a  medical  auivertlsement  nor  consulted  a 
physician.   I  have  not  missed  a  aeal  excepting  thru  inabil- 
ity of  access. 

I  have  never  failed  in  a  business  venture  nor  had  a 
fire.   I  have  made  millions  for  others  and  all  I  want  for 
fliyself . 

I  have  been  offered  a  salary  of  fifty  thousand  dollars 
a  year  if  I  would  turn  over  to  a  Literary  Syndicate  all  I 
write. 

I  declined  the  offer  because  I  want  to  be  a  fanner  and 
write  the  Choice  Stuff  Just  for  two  publications  -  "The  Phil- 
istine" and  the  "Little  Journeys"  -  price  Two  Dollars  a  year 
for  the  two  and  a  De  Luxe  Roycroft  book  for  yourself,  gratis. 

It's  your  move! 

Tovrs  truly. 


[385] 


Barrister  Publishing  Co. 

250  West  54th  Street 
New  York  Cit\f 


SCT   IN   CMCLTINHAH    ITALIC 
AMERICAN  TTPC  FOUNPCM  COMPANY 


Dear  Slr:- 

This  ia  frankly  a  brief  for  newspaper  advertising. 

The  daily  newspaper  is  not  the  most  effective  adver- 
tising medium  for  all  purposes,  Por  reaching  the  manufact- 
urer, a  trade  magazine  often  is  superior.  For  reaching 
certain  closely  rastrioted  classes  of  retailers,  olroular- 
ization  is  an  excellent  method. 

But  for  reaching  the  large  general  body  of  the  "Ulti- 
mate Consumers,"  there  is  no  medium  even  to  rival  the  news- 
paper. 

This  is  true  because  to  interest,  to  convinoe,  and  to 
compel  response  from  the  ultimate  oonsumsrs,  their  attention 
must  first  be  caught  and  then  fixed  by  constant  r:  '  '  •  and 
repetition.  This  can  be  done  only  through  the  no      r, 
for  the  public  has  beooius  aooustomel  to  consult  th3  adver- 
tising c  "■  -   1  of  the  n:         '  '. oh  13  the  universal  and 
natural      .  for  anno..  ,j.rding  articles  of  dally 

ajid  frequent  need. 

This  Association  of  newspapers  will  be  glad  to  '»iv9  you 
Information  about  the  value  of  the  right  kind  of       ^r 
advertising.  Are  you  sufficiently  Intorastod  to  ■% .  .   uuit  we 
send  It?  Do  you  wish  to  have  our  representative  oall? 

Perhaps  you  believe  that  the  cost  of  general  adver- 
tising in  the  newspapers  would  be  prohibitive.  We  may  be 
able  to  explain  the  "limited  seotion**  method. 

Vai"y  truly, 


[386]  §79 


I  ®If^3IUumtnattngS^r0rfi 


A  Monthly  Jot4rnal  of  Scientific  Illumination 
Illuminating  Record  Publishing  Co. 

Write  for  Adverliunt  Ratet  •  983  CLARK  STREET,  CHICAGO.  ILL. 


SCT  IN  CN0RAVCK9  OLO  CNQLtSH.   RECUT  CASLON  *N0  RCCUT  CASLON  ITALIC 
CCMTUNV  BOROER       RENAISSANCE  ORNAMENTS       CHAR.ROOK  QUIDONS 
AMERICAN  rrRE  FOUNDERS  COMRANY 


BaU2i||' 


r 


Dear  Sir:- 

To  increase  current  consumption  is  the  everlasting 
problem  of  central  stations.  That  is  why  ♦♦**••  special 
April  issue  will  be  a  Current  Consuming  Device  number. 

The  issue  will  be  filled  with  discussion  by  authorities; 
suggestions,  plans  and  ideas  to  increase  central  station 
business  and  profits--IiOW  TO  BUI^"^  ^^  A  DAY  LOAD  AT  OP?  P2AK. 
It  will  136  read  and  preserved  by  cvLry  manager  who  "makes 
good"  with  his  stockholders. 

Over  255^  of  American  central  stations  are  in  the  South; 
here  the  percentage  of  Increase  Is  four  times  that  of  the 
North,  and  the  South  is  ♦  *  ♦  •  ♦  •  field. 

The  South  offers  you  an  opportimity  for  profitable 
business  that  does  not  exist  elsewhere.   ♦•♦♦♦•  with 
its  guaranteed  circulation,  is  giving  you  great  help,  at  low 
cost,  to  establish  your  name  permanently  in  the  South. 

Any  change  in  your  advertising  for  April — new  copy  or 
larger  apaoe--should  have  immediate  attention. 

Yours  truly. 


§80 


(387] 


lat^ 


SES^sa^^gsE^c; 


iiLaniaaaii. 


-U,..!^^ 


Hi 


S^ly^  IfUxtmmatmg  Wi^tovh 


I 


□□ 


983  dark  ^tteel,  tiUfUaga 


ir:i^ 


:3E^[:^iT?3c^r-ir 


dczde: 


A  fianttflu  Joumoi  of  #cimtif ir  fUtunutaiton 


ItT  IN  CNORAVENS  OLD  CHaLISH  lOLO       VEASATtLE  ORNAMENTS 
ART-TtLCS   AND  OUTLINC   ART-TILCS        CMAP   BOOK   QIIIOONS 
AMERICAN  rrPE  FOUNOCRS  COHfANY 


Dear  Sir:- 


How  often  have  you  said  to  your  sales  staff:  "Stick 
ily  where  the  orders  come  from." 


closely  where 


Most  of  them  come  directly  or  Indirectly  through  archi- 
tects.  If  more  of  them  would  specify  your  goods  the  year 
round,  what  a  fine  showing  for  your  ssLles  account! 

To  have  your  men  in  every  architect's  office  long 
•nough,  oft«n  enough*  and  Just  at  the  right  time,  is  impos- 
sible. 

But  you  can  do  better.  You  can  talk  to  every  archltoot 
and  always  at  the  rtght  time.  While  "Incubating"  a  proposed 
building,  he  looks  for  suggestions  in  "The  •♦•♦••», 
particularly  in  our  Apartment  House  number. 

It  gives  him  ideas  he  can  use  for  mansion  or  cottaige. 
It  shows  him  aasterstrokea  in  space  utilization,  conven- 
iences auid  building  methods.   He  provsdly  oonsults  the  ad- 
vertising section,  too.   Talk  to  him  there. 

Can  you  impress  so  many  architects  so  opportunely,  so 
effectively,  so  economically  in  emy  other  way? 

Isn't  this  opportunity  too  valuable  to  miss?  Let  us 
explain  what  a  sales  auxiliary  our  service  is  to  you. 

"Listen"  to  the  enclosed  card  — before  the  forms  close 
for  this  issue,  Nov.  *   *   *   *   •   •^    the  most  Important  number 
of  the  year.   If  you  send  the  card  now,  you  won't  forget 
about  it  and.   you  get  this  sales-information  by  return  mail. 

Very  truly  yours, 


[388] 


§80 


The  Illuminating  Record 

A    MONTHLY    JOURNAL    OF    SCIENTIFIC    ILLUMINATION 

ILLUMINATING    RECORD    PUBLISHING    COMPANY 
983    CLARK   STREET.   CHICAGO 


SET  BY  THE 

POOLE  PRINTING  COMPANY 

BOSTON,   MASS. 


<l«ntleaen:- 

Tou  want  the  CONTRACTORS • —THE  SDPPLT  DBALKRS*  and  the 
JOBBERS'  husiness.  You  are,  doubtless,  going  after  it  vlg- 
orously.   There  is  your  personcLL  representative — your  lit- 
erature— your  followup  and  your  house  organ,  probably.   All 
•re  very  good.   All  are  essentials  to  realize  a  gain  in  your 
sales.   But  do  not  overlook  taking  into  consideration  the 
▼alue  of  the  trade  paper. 

The  editorial  matter  in  any  technical  Journal  readily 
discloses  the  character  of  its  oireulation  and  therefore  its 
adaptability  or  non-adaptability  to  your  particular  needs. 
Analyze  the  editorial  matter  in  •  •  •  *  *  and  you  will  find 
It  of  exceptional  vaLLue  to  you  as  an  advertising  mediiim. 

*****  is  published  by  former  Electrical  Contractors 
for  Electrical  Contractors  and  its  vital  editorial  matter  baa 
■ads  it  indispensable  to  5,000  of  than  in  the  United  Statss 
and  Canada.   It  is  pre-ealnently  your  particular  medium — for 
ths  reaison  that  it  so  effectively  and  extensively  covers  the 
naCTRICAL  CONSTRUCTIOH  ?ISLD.   YOUR  riSLD. 

▼•ry  truly  yours. 


§80  (389] 


The  Ili^uminatii^g  Record 

A  Monthly  Joomal  of  Soientilio  IlluminatloB 

ILLUMINATING  RECORD  PUBLISHING  COMPANY 
983  Clark  Street,  Chioato 


SCr   IN   THE   IITHO   FAMILY        VtKSATILC   OKNAMrNT 
AMCRICAN  TYPE  POUNOCRB  COMPANY 


Dear  Sir:- 

What  about  your  advertising?  Tho  untilled  farm  yields 
no  grain,  tha  idle  factory  produoas  no  dividend,  the  unread 
advertisement  supplies  no  motive  power  to  your  selling 
campaign. 

Your  business  suooass  depends  largely  on  two  things. 
Equipment  made  as  well  as  you  can  msike  it  and  advertising 
as  good  as  your  money  can  buy. 

Glance  through  the  pages  of  the  sample  copy  we  are  mail- 
ing you  to-day  and  you  will  be  convinced  not  only  of  the 
magnitude  of  the  field,  but  also  of  the  superiority  of  •  *  * 
as  an  advertising  medium. 

Our  Mr.  ♦*♦***  vvho  called  on  you  recently,  states 
that  you  expect  to  dsal  with  your  advertising  for  1911  in  a 
few  days.  We  therefore  enclose  our  advertising  rate  card  and 
shall  be  glad  to  have  your  order  for  at  least  half  a  page. 

Wishing  you  the  compliments  of  the  season,  we  are, 
Yours  very  truly. 


[390]  §80 


■.7ip»p''«p5fc^-< 


The  Business  Man's  Publishing  Company,  Ltd. 


BUSINESS 

A  Magazine  /or  Office,  Store  and  Fadory 

Detroit,  Mich. 


srr  IN  MCMBCAS  or  The  cmeltcmnam  family     vehsatilc  bomoch 

ANIfllCAM   TYPE   FOUNOCMS   OOMPANr 


Dear  Slr- 

The  Detroit  United  Railway  has  a  great  system  -  as  you 
know. 

And  their  General  Auditor,  Mr.  ***•♦*,  is  quite  a 
fellow  -  In  Street  Railway  Clrolos  especially. 

"Keeping  Traok  of  The  Elusive  Nlokel"  Is  the  title  of 
Mr.  ••*•**  13  article,  which  will  appear  in  the  November 
issue  of  our  Magazine,  ♦••*•♦. 

•  •  •  *  *  •  jg  j^  Magazine  for  Of  floe,  Store  and  Factory 
-■'"'■'  ~  iet  Railway  Offices  as  ituoh  as  ar.7  ether. 
:  e  pulsates  with  articles  for  evsry   kind 

of  a  Business  U&n. 

Special  attention  is  given  prohleTis  In  Accounting  -  and 
this  is  an  Important  item  in  Street  railroading. 

Keeping  track  of  the  elusive  nickel  Is  a  hlg  problem  in 
your  'business  -  v/here  it  Is  these  very  nickels  that  in  bulk 
make  up  the  day's  profits. 

One  idea  -  one  thought  -  one  fact  or  sugcestlon  given 
you  in  Mr.  ♦•♦•♦*  tg  artl';-'  i3_  o_f 

dollajs  f_or_jou  if  proj)erlY  s-   _  _  . 

And  yet  we  offer  our  November  issue  containing 
Mr.  ••♦*♦•  "a  article  -  with  eleven  other  1 
each  month)  -  each  one  containing  live  and  inter 
Icles  -  all  for  the  small  sum  of  only  $1. 

And  If  you  want  the  book  llluatrated  i: 

the  enclosed  olroular  -  simply  refer  to  V. 

Don't  let  your  interest  In  the  Atlantic  City  Railway 
Convention  make  you  forgot  to  se  '  -  -  ,.ig 
subscription  to  *****  *,  'b'^^'  r 

issue,  so  you  can  read  ♦»♦♦,»  gays 

on   the   subject   of  KEPi _lIY?_!JJI^i^I'' 

Respeotfully  yours, 


§81  [391] 


;OSMESS 

A  MAGAZINE  FOR  OFFICE.  STORE  AND  FACTORY 

The  Business  Man's  Publishing  Co.  ud. 


Dciziizzicizic: 


SCT  IN   CONDCNSeO   POSTCR   AND   CONOENSED  WCflB 
RCNAISSANCe   OWNAMENTS        ART-TtLES   ANO   OUTLINE  ART-TtLES 
AHCmCAN  TYfE  roUNOCHS  COMPANY 


W)®kmt  Mkk 


Dear  Slr:- 

Beginning  on  page  404  in  November  issue  of  *****  * 
you  will  find  an  article  from  which  you  oan  get  an  idea  that 
you  can  apj)!/  to  your  own  business. 

This  article  outlines  clearly  a  principle  that  I  be- 
lieve can  be  made  to  nean  hundreds  of  dollars  for  you.  And 
this  is  only  a  sample  of  the  kind  of  articles  appearing  evf  j7 
month  in  this  magazine. 

Only  fl  secures  the  magazine  for  a  year.   Send  us  your 
order  to-day;  and  if  you  find  you  cannot  make  valuable  use 
of  the  special  article  we  are  here  calling  to  your  attention, 
or  are  not  satisfied  In  every  way  with  the  magazine,  you  may 
^*Y2. _Z2i*J_ JiSSSZ- ^aok  without  question . 

Convenient  coupon  Is  enclosed  —  simply  sign  this  and 
forward  to  us  with  only  |1. 

Please  show  the  Daisy  Air  Rifle  offer  to  some  boy  who 
night  be  Interested.   "Remember  the  boj. * 


Yours  very  truly. 


P.S. 


If  you  send  $1.50  we  will  enter  your  subscription  to 
•••••*  for  one  year  emd  also  send  you  a  copy  of   *   *   *   • 

splendid  new  252  page  book  entitled   ••••••.     Xl''iL_?2B57 

teok  If  not  satisfied. 


[392] 


§81 


Office  and  Factory  Magazine 


J.  H.  LYTLE,  Manager 


Detroit,  Mich. 


»eT   IN    MCMBEBS   OF   THE   CEHTUBT   FAMILV 
STI«*TMMO(tt   OOWaMENTS        MERCANTILE   SOKOEH 

amehican  ttpc  founocrs  company 


Mr.  Retailer: - 

^^     *  *  *  «  •  .^  editor  of  The  *  *  •  *  •  ♦,  has  Just 
written  a  new  book  that  will  help  you  run  your  store  to  make 
more  money. 

As  a  special  introductory  offer,  for  a  limited  time,  we 
are  offering  this  splendid  252  page  book  with  a  year's  sub- 
scription to  our  magazine  for  only  $1.50  (see  enclosed  cir- 
cular) . 

The  current  issue  of  *****  •  contains  an  article 
entitled  "HOW  HE  SOLD  THE  SURPLUS  STOCK"  by  *****  *. 
This  is  a  great  article  and  you  should  see  it.   This  same 
Issue  also  contains  an  article  entitled  "RETAIL  SCHEMES  THAT 
BUILD  TRADE,"  by  *****  *,  and  we  are  sure  you  will  both 
enjoy  it  and  find  it  valuable. 

Let  us  hear  from  you  within  10  days  if  you  wish  your 
■ubscrlption  to  start  with  the  current  November  issue.   The 
magazine  alone  is  fl  per  year.   With  •••••*  book  the 
price  is  $1.50.   Send  yours  now.   Use  enclosed  coupon. 

Yours  respectfully, 


§81 


[3931 


BUSINESS 

A  Modern  Magazine  for  the  Office,  Store  and  Factory 


:xxz 


The  business  MAN'S  PUBLISHING  CO. 

Limited 


J.  H.  LYTLE,  Sales  Hanaffcr 


«Cr     IN    MCMBENS   OF   THt   CCNTUMV   FAHItV 

VCDSATILI   OKNAMENTS        MCRCANTtLC   «OttOCIt        MONOTONC   BORDCIt 

AMEItlCAM   TYPE   FOUNOCDS   COMPANT 


Detroit,  Mich. 


Dear  Subscriber: - 

You  can  save  50/. 

Just  15  dijys  left  to  get  •*♦••*  at  only  |1  per 
year. 

Positively  no  one  can  subscribe  for  less  than  the  new 
rate  of  |;1.50  per  year  after  Pebruary  Ist. 

But  if  you  send  only  $1  and  it  reaches  us  on  or  before 
February  1st,  we  will  renew  your  subscription  to  *  *  *  *  * 
for  one  year  at  the  current  rate. 

If  you  prefer,  you  may  send  |2  between  now  and  February 
1st,  and  wo  v/ill  renew  your  subscription  for  one  year;  and 
also  r-er.d  the  magazine  for  one  year  to  any  friend  whose  name 
and  address  you  may  send  us.   In  this  case  to  reward  you  for 
the  extra  subscription,  we  will  send  you  absolutely  free  a 
copy  of  our  book  •*•***;  or  a  handsome  pair  of  silk 
socks;  or  a  pair  of  Genuine  German  Silver  ******   Gartere. 

The  enclosed  circular  gives  you  another  offer.   " ♦  •  • 
*  *  ♦"  is  one  of  the  most  widely  discussed  books  of  the  hour. 
If  you  could  know  Mr.  ******   personally,  as  I  do,  you 
would  appreciate  how  he  la  Just  the  one  man  out  of  a  thousand 
to  give  the  v.'orld  such  a  wonderfully  Interesting  and  val- 
uable book  —  you  need  it  whether  you  are  a  salesman  or  not. 

This  Is  simply  an  "offer  letter."  We've  not  said  much 
about  the  roagazilne  --  you  know  what  It  is,  after  reading  it 
the  past  year.  We've  notified  you  once  that  your  subscrip- 
tion expires  this  month.  Now  I  simply  want  to  Impress  upon 
you  the  necessity  of  giving  this  matter  immediate  attention. 
Certainly  you  don't  want  to  pay  the  higher  rate,  when  you 
can  tnke  advantage  of  the  lower  if  you  but  will. 

But  remember  this  --  every  offer  in  this  or  any  other 
recent  letter  is  positively  withdrawn  on  and  after  February 
Ist,  1912;  after  which  date  the  subscription  price  to  *  •  * 
becomes  straight  $1.50  per  year. 

So  don't  for  anything  in  the  world  even  hesitate  long 
enough  to  miss  this  very  last  offer.   Make  up  your  mind 
which  of  the  above  you  want  —  then  aot  on  it  right  away. 

Yours  cordially. 


[394] 


§81 


^rs^ 


THE  PEIiT®M  FlUBJLISMIM^J  C®. 

GENEBAL.  OFFICES:  WII^COX   BLOCK 


MEBIDEM,  CONN. 


SET  IN  COPPERPLATE  ROMAN 

THE  H.  C.   HANSEN  TYPE  FOUNDRY 

BOSTON  AND  NEW  YORK 


Dear  Sir:- 

••I  say  in  all  earnestness  that  the  value  of  "*  *  *  •  *  *" 
is  'by  far  greater  than  a  $1,000  bank  account  placed  to  my 
credit.   It  is  the  one  test  investjnent  of  my  life.   So 
writes  Mr.  *  *  *-*-*-*- 

The  greatest  (fane   in  the  world  is  the  game  of  BRAINS. 
The  "best  Minds  win  the  biggest  prizes  (dollars).   n*  »  *  ♦  •« 
explains  subtle  ways  for  short-cutting  to  brainy  ability-- 
to  a  masterfully  developed  money-making  Mind.   V/hile  thou- 
sands of  "average  Hien"  are  tediously  waiting  out  the  years  to 
be  adniitted  through  the  world-old  "experience  and  guesswork 
entrance,"  this  remarkable  guidebook  v/ill  show  you  a  private 
aide  entrance  through  which  you  will  iinrnediately~step  into 
the  midst  of  the  game--a  skillful  player. 

"******"  literally  brushes  aside  all  former  at- 
tempts to  mould  a  man's  mind  so  that  he  possesses  that  some- 
thing which  makes  things  come  his  way.   It  is  a  system  which 
defies  description.   It  explains  the  laws  and  rules — the 
straight,  short  way  to  ability  and  success.   If  you  don't 
know  these  laws,  you  can't  use  them;  and  if  you  don't  use 
them--it  is  impossible  to  win  out  above  the  common  plodders. 
Now--if  you  don't  learn  these  methods  fro        '  - 
passing  volum8--WHERE  ARE  YOU  GOING  TO  L:' 

Will  you  send  for  your  "♦♦•♦*  *«  to-DAY,  and  realize 
AT  ONCE  the  surprising  advantages  enjoyed  by  those  who  have 
the  book?  Read  the  commendations  from  pleased  owners — from 
a  few  people  who  thouglit  it  v/ise  to  spend  just  a  little, 
rather  than  to  Jeopardize  their  futures  by  missing  this  mas- 
terpiece. Why  should  they  have  this  great  dollar-attraoting 
magnet  any  more  than  you? 

I  know  you  will  ORDER  AT  ONCE,  because  •••••*•••• 
backed  up  all  my  clairas--you  found  it  a  grand  good  invest- 
ment.  This  new  book  on  financial  success  multiplies  that  by 
ab-ut  100. 

Sign  and  mail  the  order  RIGHT  NOW;  quick  action  oountj_. 
You  know  I  sell  all  of  these  valuable  s tudy~"sy3'tera'3~"orr'the~' 
Dlan  of:  "Your  money  back  if  you  want  it." 

Yours   truly, 


§82  [395] 


1^1 


The  Pelton  Publishing  Company 


Standard  textbook  and  cor- 
respondence instruction 
in    Busine-is    Psychology 


w  nii;ii    Miuw 

The  Power-Books  %z::^z 


Which   show  men   how  to 

m   power  and 

rom  fhcir  hrains 


SCT   IN   CONOCNSCO   HACFARLAND        MACFARLAND   ■TAt.lC 

MACAKLAMO        BULPmCH   ATTRACTOft        TWCLVC   POINT   BOROCR   NO.   207 

AMCHrCAN   rvrt    FOUNDERS   COMPAHV 


General  Offices:  WILCOX  BLOCK 

Meriden,  Conn. 


Dear  Slr:- 

If  I  could  open  an  office  in  your  town  to-day  and  dis- 
play the  pages  of  that  powerful  system  «*»•♦♦♦«  to- 
morrow your  business  associates,  and  every  financial  success 
seeker  in  the  vicinity  would  be  at  the  doors  olamoring  to  buy 
the  volume.   You'd  be  there  too. 

"******"  will  increase  your  executive  ability;  it 
will  enlarge  your  capacity  for  being  a  leader,  instead  of 
a  follower.   Its  hundreds  of  wonderful  pages  produce  a  rare 
power  for  solving  the  thousand-sided  problem  of  BIG  SUCCESS 
in  ang'  business,  trade  or  profession.  The  accompeuiying  cir- 
cular indicates  what  a  monumental  work  this  is;  it  shows  the 
almost  unbelievable  range  of  instructions.   When  you  examine 
the  book  you'll  find  it  contains  even  more  than  here  listed. 

No  wonder  Mr.  ♦♦***•,  Manager  of  the  *  *  *  ♦  *  * 
Co.  at  *****  *,  writes:  "It  should  be  put  into  a  corre- 
spondence course  and  sold  at  (^30."  No  wonder  Mr.  *•••♦• 
Qf.  *  ♦  ♦  •  «  ♦  Bj^Qg^  cq  Qf  ♦  •  ♦  ♦  ♦  .^  Wash.,  writes:  "It  is 

80  superlatively  splendid  that  I  find  the  task  of  trying  to 
describe  it  a  bit  too  great."  Business  men  of  America  are 
surprised  at  the  mental  resources  they  reach  through  its 
pages. 

I  have  only  160  copies  of  the  first  edition  left.   (A 
remarkable  record  is  the  fact  that  out  of  the  840  copies  al- 
ready sold,  only  one  has  been  returned  for  refund.)   You 
should  send  for  your  copy  at  once.  You  may  have  urgent  uses 
for  your  money;  you  may  be  "short"  (oh,  this  ever-present 
"shortness"  which  we  all  experience);  you  may  raise  a  dozen 
objections  to  IMMEDIATE  ACTION,  but  -  you'd  quickly  brush  the 
whole  flock  into  oblivion  ONCE  THE  BIG  BOOK  WAS  IN  YOUR 
POSSESSION. 

If  I  oould  write  the  magic  words  that  would  Induce  you 
to  send  for  this  elaborate  system,  it  would  be  worth  about 
$1  to  me;  to__;^o_u_l^t  would  be  worth_SlLOOO_£lus . 

"*  *  "^  *  *  *"  Ts  far  more  than  a  business  manual  -  It  is 
one  of  the  greatest  works  that  modem  times  has  developed  on 
practical  psychology  and  success-power.   Sign  and  mail  the 
enclosed  order  form.  Your  money  back,  if  you'll  return  the 
book. 

Yours  for  real  business  power, 


[396] 


§82 


The  Pelton  Publishing  Company 
i;f)e  Potoer=poofes 

"Which  show  men  how  to  get  maximum 

power  and  efficiency  from  their  brains. 

Standard  textbook  and  correspondence 

nmBMBMaMan     instruction  in  Business  Psychology, 


General  Offices:  ^VILCOX  BLOCK 


SET   IN   CLOISTER    BLACK   AND   ■OOKHAN   OLDSTVLE 
■OONMAN   OONAHENT         HAPQOOO   FLORETS 
AMCMtCAN   TTPE   rOUNOCRS   COMPANY 


Meriden,  Conn. 


Dear  Slr:- 

The  tig  A.  A.  C.  Boston  convention  is  over:-  you're 
back  at  your  desk,  with  your  mind  set  upon  making  the  coming 
fall  and  winter  iDusiness  "the  best  ever." 

Above  all  the  echoes  of  that  wonderful  gathering  of  ad- 
vertising intellects  you  want  to  hear  the  practical  note  - 
the  actual  hring-ln-the-dollar  benefit.   To  me,  nothing 
stands  out  quite  so  strong  as  the  statement  made  Tuesday 
afternoon  ty  Herbert  Houston,  when  he  said,  in  effect:  "We 
must  have  education  in  our  advertising  art;  our  whole  ad- 
vance to  greater  sviocess  iB_to_be_made_through_a_hetter 
understanding  of_i^0_E°^£!I_2.£_?L'i§* " 

Right  he  was.  The  knowledge  of  our  own  mental  powers, 
and  other  people's;  how  best  to  develop,  direct  and  dominate 
minds  -  therein  hides  the  secret  of  more  success  in  adver- 
tising -  or  any  other  branch  of  human  advancement. 

For  this  reason  you  will  be  mighty  glad  to  read  the 
message  which  I  now  send,  introducing  those  wonderful  study- 
eystoms  on  the  Mind  -  the  world-famous  ♦•♦*••  BOOKS 
whioh  wore  formulated  after  years  of  careful  study  and 
painstaking  research  by  the  philosopher-scientist  ••♦•♦. 
And  the  happy  side  of  this  is  the  fact  -  that  in  the  adver- 
tising world  the  very  leaders  themselves  own  these  books  and 
praise  them  highly. 


[397 


When  such  men  as  E.  St.  Elmo  Lewis,  Chas.  W.  Hears  of 
Winton  Motor  Car  Co, ,  Thos.  E.  Dockrell  -  that  titanic 
whirlwind  of  advertising  mentality  of  New  York  City  -  Geo. 
Batten,  and  others  of  nationally  known  ability  -  send  for 
these  volumes,  study  them,  pay  their  good  dollars  for  them 
—  and  even  go  so  far  as  to  write  commendations  -  then  no 
man  holding  a  responsible  advertising  position  will  "wonder 
if  they're  good."  That's  a  foregone  conclusion. 

So,  to-day  I  am  sending  you  a  folder  describing  the 
"***♦♦*"  and  "**♦***"_  and  the  opportunity  is  yours 
to  own  the  books.   Thsy  will  increase  your  executive  ability, 
give  you  a  remarkably  creative  mind,  develop  maragement  of 
men,  increase  brainy  efficiency,  enable  you  to  successfully 
swing  daring  deals  and  add  an  aggressive  originality  to  all 
your  business  operations. 

You  know  the  expense  of  "follow-up";  why  not  say  "yes" 
right  now,  sign  the  order  form,  and  let  the  books  come  to 
you  for  five  days'  critical  examination.   Then  dcoide  which 
you  need  the  most  -  the  few  dollars  or  the  1,000  pages  of 
entirely  new,  dollar-winning,  leadership-insuring,  boost- 
you-ahead  knowledge. 

Yours  for  Advertising  Power, 


[398]  §82 


Cfje  jetton  ^utilisifjins  Company 


4$tntral  0UiuB:  ^CBilcax  SSlott 

iHeribcn,  Conn. 


SET   IN    CLOrSTCR    BLACK 

BULrtMCH   eOROER        PANEL   BOADCA 

AHCftlCAN   TY^E   rOUNOCnS   COMPANV 


(This  "form  letter"  means  more  to  you  than 
any  "personally  conducted"  you  evor  read.) 
Dear  Sir:- 

All  day  long — from  the  minute  your  mind  takes  the  trail 
early  in  the  morning,  until  you  quit  the  ganie  late  at  night 
--you're  figuring  on  ways  to  sell  more  goods,  to  ?:ia  more 
trade,  to  possess  more  executive  ability,  to  be  a  BIGGSR 
BUSINESS  BUILDER. 

This  is  the  one  great  heart  and  soul  aim  of  which  you 
are  ever  consciou3--the  mastery  of  your  business,  the  rising 
to  supremacy  in  your  line,  and.   the  steady  year-in  and  ysar- 
out  increase  of  financial  income.   You'd  willir.sly  svimI  a 
few  minutes  to  learn  new  ways  of  directing  and  developing 
your  mental  energies  so  as  to  eliminate  waste  motion — and 
make  every  move  count  for  100^  PROGRESS. 

Did  you  ever  stop  to  think  that  tho  average  man's  brain 
wastes  more  energy  than  the  worst  old  rattlo-         3 

that  ever  squandered  good  steaa?   It's  the  k/. ^  ,.   to 

apply  your  brain-powers — how  to  think,  how  to  reason,  how  to 
conserve  mental  energy,  how  to  concentrate,  how  to  put  your 
mind  away  up  into  the  forceful,  highly  creative  pla.ij,  t'.iat 
alone  cam  make  you  a  leader  in  your  profession. 

There's  only  one  thing  in  the  world  that  will  ever  msike 
a  dollar  for  you--that'3  the  fifty  or  sixty  odd  ounces  of 
gray  matter  in  your  head.   There's  only  o  :>u 

can  make  two  dollars  for  every  one  you're  ^  .  ,  .t 
"only  way"  is  by  applying  certain  laws  for  gatting  more  and 
better  "thinks"  from  this  mysterious  substanoo — Brain. 

A  brilliant  scientist,  who  is  also  a  practical  business 


§82  [399] 


man,  has  told  what  these  laws  are  and  how  to  apply  them  to 
your  own  business.  He  has  put  the  remarkable  results  of 
twenty  years  research  in  the  realm  of  mental  power  multi- 
plied, into  two  great  volumes  of  inatruction--and  allowed 
the  business  and  professional  men  of  America  to  have  the 
advantage  of  this  powerful  knowledge. 

It  is  ******  to  whom  we  are  all  Indebted  for  these 
wonderful  guidebooks— the  "••*•••<•  and  •••♦♦♦•♦.» 
These  books  have  been  seized  upon  by  nationally  known  oommer- 
cial  chiefs,  who  are  studying  them — using  them  profitably — 
and  giving  glowing  oommendations  to  the  genius  of  the  author. 

By  devoting  ten  or  fifteen  minutes  daily  to  their  in- 
spiring pages,  you  will  acquire  new  vie-^points  and  methods 
for  the  use  of  Financial  Power,  you  will  increase  your  abil- 
ity as  an  Executive,  you  will  develop  Brainy  Ways  of  winning 
in  business  affairs,  and  build  a  Creative  Intellect  whioh 
will  surprise  you. 

When  you  read  the  enclosed  oommendations  from  some  of 
the  high  masters  of  advertising  and  business-building,  and 
see  the  long  lists  of  brainy  men  of  wide  reputation  who  have 
purchased  these  powerful  book3--then  you'll  know  there  must 
be  something  of  eun   unusual  nature  revealed  by  their  1000 
pages. 

ACCEPT_THIS_LIBERAL_0F5;ER_AT_qNCE!___RK^_TKES^ 
"ONJfiT" 

Just  to  prove  the  unlimited  value  of  these  books,  and 
to  make  it  clear  to  you  that  I  am  not  dealing  in  afraid- to- 


[400]  §82 


oome-out-ln-the-light  propositions,  I  now  offer  you  both 
books  on  TEN  DAYS  APPROVAL.   If  you  decide  to  keep  them, 
send  a  check  in  10  or  15  days;  If  you  can  possibly  persuade 
yourself  to  part  with  them,  simply  notify  me  and  I'll  send 
you  return  charges. 

Could  any  offer  be  more  liberal?  At_no_stase  do  -^ou 
%ll%i°§._^_E2.^'2Z.i._\!!liS.?5._Z2.^_4i°il®_t°_E!ir2.^8.se.   Isn't  this 
the  "show  me"  kind  of  a  proposition  that  you  like  to  accept? 
I_stand_all_the_ri8k. 

Don't  be  blinded  by  indifference  or  "wonder  if  they  are 
any  good"  and  then  forget  all  about  them.  Just  sign  your 
name  NOW  to  the  "on  approval"  order  form.  You  will  then 
have  opportunity  to  see  for  yourself  what  it  is  about  these 
unusual  books  which  convinces  the  leaders  themselves  that 
they  can  get  new  knowledge  and  power  worth  hundreds  of 
dollars. 

Your  set  is  waiting  for  you:  will  you  send  for  it  RIGHT 
NOW? 

Yours  for  Success, 

P.S.  Here's  an  Illustration  of  how  it  works  out: 

"We  have  received  the  books  you  sent  on  approval. 
"Please  send  three  more  sets  at  once.   These  are 
"quite  the  best  business  books  we  have  come  across." 

D.  WEEKS  &  CO. 

Uanuf'g.    Pharmaoists 


§82  [401] 


T)RI  S  TERS'  INK 
lUBLISHING  CO. 

CHICAGO.  1206  Boroc  BuUdinl 

Ceo.  B.  HJichc,  Man>Crr 

BOSTON.  2  Beacon  Srrret 

Juliui  Maithcwi.  MaoaCer 

ST.  LOUIS.  Third  National  Bank  Bldf. 

A.  D.  McKinney,  Manager 

ATLANTA.  Candler  Building 

Geo.  M.  Kohn,  Manager 

PHILADELPHIA.  Lafayette  Baildinf 

J.  Rowa  Stewart 

:  :ONTRBAL.  QUE..  La  Preite  Building 

J.  J.  Gibboni,  Manager 

PRINTERS'  INK,  The  Weekly  Journal  of  Advertising 

1    1 

1 

SCT   IM    RCCUT   CASLON   AND   NEW   CASLON 
POOLE   PfflNTINO   CO..    BOSTON,    MASS. 


12  West  31st  Street 


New  York 


Dear  Slr:- 

It  is  nearly  three  years  ago  that  I  happened  to  notice 
at  an  adjoining  ta^ble  in  the  ■     -f  dining  room  Mr.  E.  D. 
Giths,  for  ten  years  Adverti.      rector  and  trainer  of 
salesmen  for  the  National  Caah  :  -'.ny.   I  went 

over  to  his  tahle  and  tried  to  i  to  write  for 

PRINTERS'  IJCK.   a  series  of  articles  which  would  tell  the  in- 
side facts  of  how  the  National  Cash  Register  Company  has 
been  able  to  get  out  of  its  selling  force  such  remarkable 
sfficicncv* 

Mr.  Gibbs  agreed  at  once  that  such  a  series  of  articles 
would  be  one  of  the  most  ii.spirirg;  '      ss  stories  ever 
written  -  that  they  would  be  of  ti .      s  value  to  man  in 
other  and  very  different  lines  of  bs^ainess.  Mr.  GitLs  was 
very  busy.   Other  things  were  pressing  for  his  attention, 

P  t  O     6  to 

'*I  have  been  after  Vr.   Gibbs  for  these  articles  ever 
since,  and  just  now,  when  I  had  about  despaired  of  ever 
getting  him  to  v/rite  them,  he  has  sent  in  the  first  irstal- 
ments.   They  will  begin  to  appear  in  PRINTEF.S'  INK  Juiie  29th 
under  the  title,  "How  The  National  Cash  Register  Cot^pany 
Gets  1005^  Efficiency  Out  Of  Its  Ven  " 

At  various  times  200  di 
to  mako  cash  registers,  in  ci 
they  have  had  to  go  out  of  I 
its  s'lT'V''--  organization  in 
this       -  was  not  always  so 
1892  iiuoi^ -at  John  H.  Pattersc, 

panic.   In  order  to  be  prepared  for  the  storm  he  took  Mr. 
Gibbs  on  a  tour  of  all  their  branches.   What  they  learned  on 
this  trip  was  amazing.  No  doubt  the  ssune  conditions  prevail 
to-day  in  90  percent  of  t      iness  concerns  of  the  coun- 
try.  What  Mr.  Patterson       .  Gibbs  did  to  meet  the  sit- 
uation, up  to  that  time  uiiauopacted,  will  be  told  in  these 
articles,  step  by  step. 

Enclosed  is  a  blank  subscription  order  for  PRIHTiiRS' 
INK  for  one  year.   The  cost  involved  is  a  mere  |2  for  52 
issues.   These  Gibbs  articles  are  only  a  sample  of  the  vital 
and  helpful  matter  appearing  in  our  columns  week  by  week. 

Very  truly  yours, 


concerns  have  started 
on  with  the  N.  C.  R.  and 
cause  the  N.  C.  R.  had 
,ot  condition.   Yet 
ly  intrenched.   Back  in 
xpecting  a  busiiioss 


[402] 


J.  I.  ROMER,  President  and  Secretary  R.  W.  LAWRENCE,  Vice  President  and  Treasurer  J.  M.  HOPKINS,  General  Manager 

PRINTERS'  INK.  The  Weekly  Journal  of  Advertising  *  No.  12  West  31st  Street,  New  York 


SET  IN   ENORJtvEns  OLD  ENGLISH  UNO  RECUT  CASLON       CHAP-BOOK  OUtOONS 
POOLE   PRINTINO   CO.,    BOSTON,    MASS. 


Dated 


Dear  Mr.  Jones :- 

One  of  our  star  contributors  has  become  a  farmer.   A 
couple  of  years  a^o,  Jarces  H.  Collins  bought  a  240-acre  farm 
up  in  the  Berkshires  and  the  work  of  putting  it  in  condition 
has  brought  him  into  the  market  for  all  sorts  of  things. 

In  PRINTERS'  INK  for  September  28th,  Mr.  Collins  will 
throw  very  interesting  light  upon  the  farmer  as  a  purchaser 
of  advertised  goods.   The  title  of  the  article  will  be: 

"THE  WEAK  SPOT  IN  GETTING 
COUIITRY  TRADE .  " 

You  know  how  James  H.  Collins  holds  the  interest  of  the 
reader  on  any  subject  that  he  tackles  and  here  is  a  matter 
that  he  feels  deeply  about.  His  talk  will  be  right  from  the 
inside  and  it  is  going  to  do  advertisers  a  world  of  good  be- 
cause it  will  wake  them  up  as  tc  the  riglio  way  of  going  after 
tho  farmer's  patronage. 

There  will  be  other  good  things  in  our  September  28th 
issue  on  the  agricultural  advertising  situation.  You  ouglht 
to  be  represented  by  at  least  a  page  advertisement  -  cost 
$50.   I  am  sorry  to  say  that  we  can't  offer  you  much  in  the 
way  of  prefarred  po.iition  for  those  are  tak  ■uaoe 

at  extra  rrloes.   But  we  can  promise  you  a  _  _         ., 
next       :,  at  run  of  paper  rate.   In  faol,  there  isn't  an 
undesxi  L.L.i..  position  in  tho  entire  paper.  First  comers  will 
get  the  preference,  however,  and  if  you  will  v/ire  us  your 
order  immediately  on  receipt  of  this  letter,  it  will  help  a 
whole  lot. 

Forms  close  September  22nd. 

Yours   truly, 


§83  [403] 


I 


DQC 


J.  I.  ROMER,  PrtslJenI  and  Secretary 


R,  W.  LAWRENCE.  Vice  PrcildenI  and  Treasurer 


3Da 


I.  M.  HOPKINS.  Cencral  Manager 


Printers'  Ink  Publishing  Company 

PRINTERS'  INK,  The  Weekly  Journal  of  Advertising 


12  West  3 1  St  Street 


New  York 


SCT   IN   HCHBCRS   OF  TMC  CLCARPACC   FAMILY        MONOTONC   BOHOER 
POOLC  FRIHTINO   CO.,    BOSTON,    MASS. 


To  the  Advertising  or  Sales  Uanager, 

Dear  Sir:- 

We  are  so  sure  that  we  have  a  good  thing  in  these  Hotch- 
kin  articles  that  we  are  sending  you  the  first  one  complete, 
Just  as  it  was  printed  in  PRINTERS'  INK  for  Octoher  12th. 
When  you  read  it  you  will  agree  that  it  is  pretty  live 
information. 

There's  more  to  follow.   We  are  so  certain  that  you'll 
want  it  --  and  the  other  coming  features  in  PRINTERS'  INK  — 
that  we  have  printed  this  little  circular  Just  to  give  ^ou 
another  chance  to  subscribe  while  the  Hotchkin  articles  are 
current. 

When  you  come  to  the  end  of  the  articles  you  will  find 
a  blank.   Won't  you  sign  it,  please? 

Very  truly, 


[404] 


§83 


J.  I.  ROMER, President  and  Secretary  R.  W.  LAWRENCE,  Vice  President  and  Treasurer  J.  M.  HOPKINS, General  Manager 

Printers' M  PuMisbind  (totnpn^ 

f^rintprs'  %ni 

The  Weekly  Journal  of  Advertising 

12  West  31st  Street 

JlPto  iJorH  (Jit^ 


SET   IN   CHAUCER   TEXT   AND   BOOKMAN   OLDSTYLE 
AHCniCAN   TYfE   FOUNOERS   COMPANY 


Dear  Slr:- 

By  having  joined  an  advertising  club,  you  show  that  you 
are  Interested  in  the  science  and  art  of  advertising  and 
that  you  consider  it  worth  while  to  keep  in  touch  with  other 
advertising  men,  to  know  what  they  are  doing  and  thinking 
ahout. 

That  is  precisely  the  hasis  of  PRINTERS'  INIC'S  appeal 
and  that  is  why  we  are  writing  you  to  invite  your  subscrip- 
tion to  the  recognized  organ  of  advertising  interests  every- 
where.  In  fact,  PRINTERS'  IlIK  itself  is  a  great  big  adver- 
tising forum  and  at  Its  weekly  meetings  the  best  and  brain- 
iest men  in  the  business  all  over  the  country  exchange  ex- 
periences.  There  isn't  an  issue  from  which  you  can't  get 
Inspiration,  suggestion  and  practical  help  in  the  every-day 
problems  of  sales-groraotion. 

In  PRINTERS'  INK  of  March  23rd,  S.  C.  Dobbs  of  Coca- 
Cola  and  president  of  the  national  organization  of  advertis- 
ing clubs  will  have  an  article  which  you  will  want  to  see. 
It  is  a  direct  talk  to  members  of  advertising  clubs  and  all 
workers  in  the  advertising  profession. 

We  suggest  that  you  let  your  subscription  begin  with 
this  issue.  You  can  send  us  your  order  for  six  months  (26 
issues)  at  $1.00  or  for  an  entire  year  (52  Issues)  at  $2.00. 
A  good  way  to  close  up  the  transaction  quickly  is  to  tuck  a 
two-dollar  bill  in  with  this  letter  and  mall  to  us  at  above 
address. 

PRINTERS'  INK  contains  too  much  that  is  live  and  vital 
for  any  one  interested  in  advertising  to  try  to  get  along 
without  It. 

Yours  ▼sry  truly, 


[4051 


m 


THE 


PHILADELPHIA 


URTIS  PUBLISHING  CO. 

ADVERTISING  DEPARTMENT.  EDWARD  W.  HAZEN.  ADVERTISING  DIRECTOR.  X  MADISON  AVE..  NEW  YORK 


The  Ladies'  Home  Journal 
The  Saturday  Evening  Post 
The  Country  Gentleman 


NEW  YORK  CITY 


«t7  IN  CfHTURV  OLDSTVLC  BOLD  ANO  CCNTURT  OtoaTYLt  ITALIC 
CCNTUDV   aOMDEO        VEHSATILE   INIT'AL 
rOOLC   PRINTINO   CO.,    SOSTOM,    MASS. 


Dear  Sir:- 

When  you  send  your  salesmen  on  the  road  what  can  you 
furnish  them  as  sales  arguments  that  your  competitor  cannot 
give? 

You  tuy  your  raw  material  largely  from  the  ssuiie  sources. 
You  kriow  about  what  the  other  fellow  pays  for  his  leather. 
You  all  have  standard  equipment,  making  your  shoes  on  the 
same  kind  of  machinery.   You  pay  your  labor  the  same  prices 
as  other  manufacturers  in  your  oity. 

Formerly  some  concerns  excelled  others  in  selling 
methods,  but  shoe  salesmanship  to-day  is  fairly  standard. 
Your  men  may  be  excellent  salesmen,  but  your  competitors 
have  men  equally  as  good  -  or  can  get  them.   The  difference 
Is  almost  negligible. 

What  argument,  then,  can  your  travellers  use  to  sell 
your  shoes  -  except  price,  and  after  all  price  is  determined 
by  the  efficiency  of  your  inside  organization,  by  your  abil- 
ity to  pare  costs,  by  utilizing  every  by-product,  and  by 
purchasing  in  huge  volumes. 

Mere  price  alone  to-day  is  no  object  to  the  intelligent 
retailer.   Low  price  alone  is  not  a  compelling  arguaient  to 
the  consumers  v/ho  wear  your  shoes.   They  are  not  trained  to 
appreciate  relative  values.   They  don't  know  a  blucher  from 
a  bal. 

You  don't  buy  the  cheapest  automobile  on  the  market, 
yet  you  know  more  about  the  leading  automobiles,  complex  as 
they  are,  than  the  public  knows  about  shoes. 

And  so  there  are  not  many  differences  in  the  consumer's 
mind  between  you  and  your  competitor,  unless  you  maJce  those 
differences  by  your  brains  and  not  by  your  hands. 

Your  efficiency  problems  are  up  to  you.   If  you  oeui 
solve  them  you  can  sell  your  shoes  where  others  fail.   The 


[406] 


§84 


.^ 


-2- 

high  standard  of  efficiency  reached  by  a  few  -  a  very  few  - 
manufacturers  of  shoes  has  placed  them  in  the  eyes  of  dealers 
in  a  very  strong  position.   Retailers  want  to  link  up  with 
the  efficient  concern  because  its  efficiency  means  a  more 
permanent  trade  connection. 

Volume  of  business  tends  to  make  a  manufacturer  con- 
sider efficiency  problems.   Without  volume  there  is  less  in- 
centive.  The  average  manufacturer  of  shoes,  comparatively 
speaking,  has  not  this  volume,  and  therefore  not  this 
efficiency. 

There  is  2I12_I2£2HIS2  l^ft  to  him  in  selling  his  prod- 
uct.  Thero  reirio.ins'one  method  of  throwing  his  shoes  into 
relief  ;•     '  the  dead,  color"         :round  of  the  con- 
glomera;      •  of  shoes,  and  T.         J  IS  ADVERTISING. 

G-ranted  that  your  product  is  good,  your  salesmen  don't 
have  to  argue  against  the  other  fellow  wholly  on  material, 
style  and  variety.   The  fact  that  your  shoe  is  advertised 
presupposes  all  these  points  and  leaves  to  the  retailer  only 
the  one  fundamental  question  -  shall  I  buy  the  shoes  that  I 
alone  know,  or  shall  I  buy  from  the  manufacturer  what  n^y 
customers  know  and  want  to  buy  from  me? 

Last  year  a  few  manufacturers  of  shoes  spent  ^279,471 
in  advertising  in  the  leading  consumer  publications.   Re- 
gardless of  what  you  think  of  these  products,  50,000,000 
worth-while  American  citizens  with  shoe  needs  are  predis- 
posed toward  these  few  manufacturers.^  The  burden  of  proof 
is  on  the  retailer  who  sells  unknown 'shoes .   Advertir ' 
your  shoes  will  shift  this  burden  to  the  retailer  of 
unadvertised  kind.   If  you  advertise,  your  salesman  and 
your  retailers  will  have  an  additional,  compelling  selling 
argument. 

Very  truly  yours. 


§84  [4071 


liiiiiil iillimillllllliiiimimimiiiiiiiimiiiiiiiiiiniiiiiiiiiiiiiii miiiiiiiiiniiiimiiiiiiim iiiiiiiiii m iiiiiiiiiiiiii i iiiirii iii iiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiimiiiiiiil I lllllillllliiill iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiit 


Tme  Curtis  Publishing  Co. 


rTTrmnrntmrniTniirrnnnnm 


THE  LADIES'  HOME  JOURNAL 
THE  SATURDAY  EVENING  POST 
THE  COUNTRY  GENTLEMAN 


liiintTtTTrtiTiriirirrmiiiiiiiiiiiiiimmTTnTn 


imimiimgiummrriimTmiirn; 


ADVE.RTISING  DEPARTMENT.  Edward  "W.   Hazen,  Advertising  Director.  1  Madtaon  Avenue.  New  YorK 


[iiiimimiimimiiiiiiiiimiiiiiiiiiiiiiiiitiiiimiiiiiiiiiiiiiiiiiim miiiiiimiiiiiiiiniiiuiimiiim iiiiiiii iiiiiiiiiiiiiiiiimimiiiiimuiiummmimiiiiim iiiiiuiiii iiiiiiiiiiiiiiiii] mil miiiiiiiiiiiiiiiiimiiiliimiiiiiiiiliillliillliilllllllllN    llllllllllMlllllilllllilllllllllll»^    Illl 


SCT   IN    CURTIS-rOST   AND   POST   OLDSTVLC   MOHAN    NO.   1 

LITHOTONC    •■ASS   RULE 

AMCntCAM    TfPZ   FOUNDERS   COMPANY 


Barristers  Hall 


BoS^OEli 


Dear  Sir:- 

The  fakir  and  the  business  charlatan  often  advertise. 
Their  advertisements  are  usually  striking,  cleverly  worded 
and  wonderfully  effective. 

The  patent  medicine  quack  and  the  "bonanza  copper  mining 
or  real  estate  promoter  are  pre-eminently  guided  by  the 
salesman's  instinct.   They  use  with  avidity  the  greatest 
selling  force  of  to-day  --  advertising.   And  when  they  fail 
--  for  in  the  end  their  Nemesis  overtakes  them  --  their  fail- 
ure is  due  to  rotten  goods,  dishonest  merchandise,  and  false 
representation.   Their  very  success  in  turning  the  spotlight 
of  publicity  upon  their  business  eventually  wrecks  them. 

Now  you,  as  an  honest  manufacturer  of  honest  goods  with 
a  narrow  manufacturing  margin  of  profit,  look  on  the  grafter 
and  patent  medicine  thief  with  aversion.   And  do  you  not 
sometimes  regard  the  force  of  advertising  also  in  the  same 
way? 

You  can't  put  out  your  goods  in  a  bottle  that  costs 
some  few  cents  and  sell  it  for  a  dollar. 

Or  you  may  know  of  some  case  where  a  man  bought  twelve- 
and-a-half-cent  hosiery  and  sold  it  for  a  quarter  —  by  ad- 
vertising.  Or  you  may  know  of  an  indifferent  make  of  under- 
wear that  outsells  more  worthy  goods  —  because  of  adver- 
tising. 

You  predict  for  these  manufacturers  an  eventual  failure 
—  and  so  do  we. 


[408] 


§84 


But  because  advertising  has  often  made  tremendous  first 
sales  for  an  unworthy  article  --  why  underestimate  tho  force 
of  advertising  legitimately  used?  Even  the  force  of  gravity 
has  been  used  to  hang  men.  And  the  force  of  advertising  has 
made  Ivory,  Colgate,  Heinz,  Stoinway,  Sapolio,  Uneeda,  Vic- 
tor, Gold  Modal,  Tiffany,  Packard,  Armour  and  Walter  Balcer. 

Very  few  commodities  or  business  enterprises  could  en- 
dure and  grow  --  on  first  sales  alone.   You  want  permanent 
customers,  not  just  first  sales  to  transients. 

We  also  want  2.erTnan9n.t  customers.  We  are  not  interested 
in  casual  advertisers. 

We  want  to  interest  the  makers  of  honest  textiles  --  we 
do  not  want  any  other  sort.   Our  experience  shows  indisput- 
ably that  unless  the  quality  is  in  the  goods,  advertising 
will  not  make  a  perraane  t  success.  Our  experience  also 
shows  that  intelligent,  persistent  advertising  will,  with 
oommon-sense  merchandising,  market  a  good  line  profitably. 

If  we  can  so  advise  you  that  a  great  selling  success 
may  be  built  for  you  in  the  next  five  years,  it  will  make 
for  your  profit  and  business  security.   It  will  make  for  us 
another  successful  and  2.®lHi^®Jll  customer. 

It  is  to  our  interest  to  put  our  experience  at  the  senr- 
loe  of  the  makor  of  honest  goods.  Will  your  line  warrant  re- 
order after  re-order  —  if  we  oan  secure  their  introduction 
to  3,314,000  Araeric8Ln  homes? 

Very  truly  yours, 


§84  [409] 


idvcrtisinf;  Department 


The  Curtis  Publishing  Company 


PHILADELPHIA 

INDEPENDENCE  SQUARE 
ROBERT  L.  BARROWS.  Ma^acih 

NEW  YORK 

I  MADISON  AVENUE 
WILLIAM  A.  PATTERSON,  Makacm 


THE  LADIES'  HOME  JOURNAL 
THE  SATURDAY  EVENING  POST 
THE  COUNTRY  GENTLEMAN 


CHICAGO 

HOME  INSURANCE  BUILDING 
WILLIAM  BOYD.  Manacu 

BOSTON 

BARRISTERS  HALL 
STANLEY  R.  LATSHAW,  Makacu 


SET  IN  MCMBCRt  Of  THC  flODONr  FAMILY 
AMCfllCAN   TYPE  POUNDERS  COMPANY 


1  Madison  Avenue 

New  York  City 


five 
take 

V 

and 

but 
outi 

Gentlsmsn:- 

Another  great  ooraraiasion  house  has  closed  its  doors. 

The  number  of  mills  "selling  direct"  i  ">  ■'^'^reasing 
markedly  and  includes  many  of  the  leaders. 

^1  have  doubted  ten  years  ago  --  perhaps  even 
J  —  that  any  such  "revolutionary"  change  would 

tion  and  power  of  the  Jobber  has  also  changed 
to  nVinrf?'?.   Some  of  the  dominating  Hew  York 

6  no  longer  with  ua.   Aj^d  really  the 
do  not  regard  themselves  as  "jobbers" 
as  distributing  manufacturers.   They  either  own 
jv   control  mills  euid  do  much  of  their  own  designing 
and  styling. 

Commission  houses  are  changing. 

Jobbers  are  changing. 

The  retailers  are  also  changing  their  selling  methods. 
t;  -■  big  department  stores  buy  almost  entirely  from  firsts 
ja;,.;ds  and  the  day  of  reserve  stocks  is  gone  forever.   One  of 
the  Boston  stores  even  refuses  its  buyers  stock  room.   Stock 
if  bought  must  stand  on  the  floor  until  sold. 

Ov»*qt  changes  have  forced  themselves  on  every  dlatrib- 
ut3         • ing  factor  and  must  next  force  themselves  on 

the         rer. 

Mills  in  the  future  must  be  of  one  of  two  classes  — 

(a)  Mills  that  dominate. 

(b)  Mills  that  are  dominated. 

The  majority  of  course  will  belong  to  the  latter  class. 
They  will  make  whatever  goods  the  converter  or  Jobber  may 
order.   They  will  organize,  design,  style,  finish  and  pack 
as  they  are  ordered  to.   They  will  run  full  time  when  goods 
are  scarce,  and  half  time  when  Schedule  K  or  cotton  futures 
make  the  buyers  hold  off.   Their  profits  will  be  made  wholly 
from  superior  manufacturing  ability  or  from  suooessful  spec- 
ulation in  cotton,  wool  or  silk. 


[410] 


§84 


The  first  class  of  mills  will  be  few  In  number.   They 
will  not  only  ir.ake  gooc",::  but  will  sell  them.   Ultir.ately 
they  will  have  sales  r      3  and  a  staff  of  salesmen  calling 

on- the  1,'"'""  "^ '^ading  l direct.  They  will  also  sell 

through  .       to  the  60,000  stores,  from  whom  the  jobber 
will  not  ..-   ,^iminated"  for  many,  n;any  years. 

These  manufacturers  will  have  a  trade  mark. 

If  the  goods  warrant,  they  will  have  distinctive  wrap- 
pers, bands,  labels  or  boxes. 

Their  trade  marks  will  be  as  well  known  to  tii.^  consumer 
as  Ivory,  Colgate,  Heinz,  Steinway  or  Packard. 

Their  products  will  be  "st        i."  "Stci.icircl"  with 
retailer,  jobber  and  exporter,  .         rybody  will  sell 
them  because  of  the  constant  "call  for  them." 

"'--  --^---  on  these  goods  will  also  be  standardized. 

v?ill  remain  more  continuous  and  consta:.  t, 
and  t       t  and  famine  of  heavy  buying  and  light  buying 

will  '.  .  .  >.^ily  offset. 

V^.-ir.   product,  trade  mark,  demand,  volumes  ajid  selling 
me  -dized,  it  will  make  possible  fur- 

tl-  ;     .:  mills. 

^ooma  ricged  for  a  continuous  run,  fewer  patterns  and 
dt  "   ,  "  3,  and  greater  certainty  of 

ec  ,  .33. 

are  coming,  they  are  inevitable,  they  are  work- 

i.'iij  ■    ;y  groat  industry.     We  don't  know  how  long  or 

where    or  v/ith  v.lHini,   but   the   changes  are   coming. 

Last  year  some  3,000  manufacturers  spent  $8,000,000  in 
the  columns  of  our  two  publications. 

Our  experience  Is  diversified  ajid  oould  be  of  value  to 
you.   You  may  have  it  on  your  problem  --  without  obligations. 

Yours  very  truly, 


1411] 


HOUGHTON    MIFFLIN    COMPANY 

THE   RIVERSIDE  PRESS 
CAMBRIDGE    •    MASSACHUSETTS 


Dear  Sir:- 

If  you  have  watched  a  band  of  immigrants  landing 
from  an  ocean  steamer,  or  have  gazed  upon  them  herded  to- 
gether in  some  railroad  station,  did  the  thought  ever  strike 
you  how  hopeless  their  lot  seemed  to  be? 

Did  you  ever  stop  to  ask  yourself  what  compelled 
thera  to  leave  their  homes,  what  thoughts  were  in  their 
minds,  and  what  were  their  plans  for  the  future? 

Mary  Antin,  once  a  poor  young  Russian  immigrant, 
answers  you  in  "The  Promised  Land."   Can  you  read  the  few 
words  by  her  that  follov;  without  a  clearer  understanding  of 
what  America  means  to  the  downtrodden  alien? 

"Born  in  a  Jewish  'Pale'  in  the  mediaeval 
a^      re  of  a  dark  corner  of  *      ,1  early  fled 
f        "conrf'e  of  despotism       k   shelter  under 
the  J  ■      1   brought        with  me  but 

my  m..:  old  order  of     ^.  and  a  great 

hunger  for  the  bread  of  freedom.   How  1  was  fed  and 
tauf^ht  and  helped  till  the  scars  of  my  early  martyr- 
dom were  effaced,  how  the  democratic  institutions  of 
America  carried  me  in  a  decade  through  as  many  cen- 
turies of  progress  -  that  is  the  story  of  my  life. 
To  love  your  country  understandingly,  you  should  know 
what  I  have  been  and  what  I  heve  become.   In  the  book 
of  my  life  is  written  the  measure  of  your  country's 
growth  and  an  answer  to  your  doubts." 

Can  you  imagine  anyone  not  wishing  to  read  the 
book  summed  up  by  these  words? 

Can  anyone  fail  to  be  benefited  by  the  autobiog- 
raphy of  this  young  woman  who  braved  the  unknown  privations 
of  a  foreign  land,  and  before  the  age  of  thirty  won  a  re- 
spected position  among  her  adopted  people? 

Pew  books  touch  the  human  heart  as  does  Mary 
Antin' 3  autobiography,  "The  Promised  Land." 

Yours  very  truly. 


1412]  §86 


The  Sheldon  School 

''f  HSP^        Founded  by  A.  E.  Sheldon,  Formulator  of  the  Science  of  Salesmanship  and  Business  Building 
OFFICES.  REPUBLIC  BUILDING  NUMBER  TWO  HUNDRED  NINE  STATE  STREET 


^^^ 


Chicago,  Illinois 


lET   IN   STUATHMOtC   OLOSTVLC        STKATHMOWE   ORNAMENTS 
POOLK   nONTINO  CO.,  BOSTON,  MASS. 


Dear  Sir:- 

You  can  look  over  your  work  point  by  point--what  you 
are  doing  and  what  you  want  to  do--and  you  v/ill  see  that 
your  profit  and  success  depend  mostly  on  the  way  you  sell 
your  goods  or  services. 

What,  then,  is  salesmanship?  You  will  find  the  answer 
in  the  little  book  enclosed. 

The  man  who  studied  out  that  answer  did  business  people 
a  great  service.  He  did  them  a  greater  service  when,  in 
1902,  he  organized  The  ••♦•*♦  School  to  study  business 
methods  and  experience — to  find  th-  - — - rs  to  all  kinds  of 
business  questions  and  to  give  to       s  people  the  oppor- 
tunity to  know  these  answers  without  leaving  their  work. 

Our  satisfied  clients  have  helped  us  to  grow  into  the 
largest  school  in  the  world  teaching  a  single  subject  by 
mail,  with  a  total  membership  of  53,000  people. 

The  success  of  our  ovm  business  is  the  best  evidence  of 
our  ability  to  train  others.  We  refer  you  to  the  •  ♦  ♦  ♦  * 
Trust  Company  Bank,  Chicago,  to  the  ♦*♦***  Bank,  Liber- 
tyville,  111.,  or  still  botter--get  a  special  report  on  us 
from  any  commercial  agency. 

We  believe  in  telling  the  truth  about  our  proposition — 
in  moderate  profits--in  giving  quality  0/  goods  with  excel- 
lence of  service. 

"The  *••*♦♦  Book"  tells  how  we  can  helo  vou  to  get 
bigger  profits  ajid  better  satisfaction  In  your        3  af- 
fairs.  It  Is  yours,  postage  prepaid,  for  one-c-i...  ^  ^amp   on 
enclosed  card. 


Yours  very  truly, 


H/A 


§86 


[413] 


THE 


HELDON  SCHOOL 


Founded  1902  by  A.  F.   Sheldon 
Formulator  of  the  Science  of  Salesmanship  and  Business  Building 


REPUBLIC  BUILDINO 


9CT  IN  ■OOKHAN  OlOSTYLC  AND  BOOKH 

«Miitic*N  ryrt  rouMocNs  company 


I  ITALIC       CAXTOM   INITIAI. 


No.  209  STATE  STREET 


Chicago,  111. 


Dear  Sir:- 

Here  is  the  •'■'••  •  Book.  The  first  chapter  will 
help  you  to  determine  whether  you  are  one  of  those  who  can 
study  our  course  to  advantage. 

Chapter  II  (beginning  page  9)  tells  in  detail  what  kind 
of  knowledge  we  furnish.  A  description  of  the  lessons  and 
text-books  appears  on  pages  15-17.   Note  that  the  first 
twelve  lessons  cover  "the  salesman,  the  customer,  the  goods 
and  the  sale,"  which  are  the  elements  or  fact.      ovory 
sales-transaction.   These  subjects  are  so  olosely  related 
that  a  complete  knowledge  of  each  can  be  obtained  only  by  a 
thorough  study  of  them  all. 

The  remaining  lessons  are  alike  valuable  to  everyone. 
It  isn't  what  we  know  about  business  that  "throws  us  down," 
but  what  we  don't  know.   And  the  more  we  know  about  business 
in  general,  the  better  we  can  handle  our  business  in  partic- 
ular. 

On  pages  18-21  (Chapter  III),  the  whole  plan  of  in- 
struction is  made  plain.   Note  that  your  studsxit  privileges 
entitle  you  to  our  advice  and  help  in  every  detail  of  your 
work,  thus  making  the  course  as  personal  to  you  as  though  it 
had  been  written  for  you  especially. 


[414] 


§86 


-2- 

Chapter  IV  (22-26)  tells  how  ••••••  became  a  rec- 

ord-treaker  salesman,  how  he  trained  and  managed  men,  and 
finally  became  the  first  man  to  gather  together  the  facts 
about  business  as  a  profession,  ajid  the  laws  which  govern 
gain  and  loss  therein,  and  to  reach  them  logically  and 
plainly. 

Pages  27-31  will,  I  thin-k,  answer  any  questions  you  may 
ask.   If  not,  please  write  me  personally.   I  earnestly  re- 
quest you  to  note  also  page  32. 

A  few  moments  each  day  is  all  the  time  needed  to  master 
the  course.  You  can  carry  a  lesson  booklet  with  you  and 
study  at  odd  minutes  during  the  lunch  hour,  on  the  oa;  , 
when  waiting  for  meals  or  Interviews.  You  can  make  all  your 
time  worth  more  by  this  good  use  of  the  minutes  which  are  so 
often  wasted. 

The  enclosed  student  reports  will  interest  you  for  very 
apparent  reasons.   They  show  the  results  of  a  small  invest- 
ment in  better  business  education. 

The  sooner  you  make  this  investment,  the  sooner  we  can 
help  you  to  get  the  same  kind  of  returns. 

Yours  very  truly, 

AS/A 


§86  [415] 


REPUBLIC  BUILDING 
209  STATE  STREET 


Tl  TBI IT 


The  Sheldon  School 

Founded  In  1902  by  A.  F.  Sheldon 
Formulator  of  the  Science  of  Salesmanship  and  Business  Building 

Chicago,  Illinois 


SET   IN   CLtAHfACC   GOTHIC        MONOTONE   BOHOEW        FRENCH   CAST   SQUARCS 
AHIRICAN  TT^K  FOUNOCKS  COMPANY 


Dear  Slr:- 

You  can  make  payment  either  in  cash  or  in  small  amounts 
— see  the  enolosed  application  blank. 

Whichever  plan  you  take,  you  soon  finish  paying  u3--hut 
the  results  we  pay  you  keep  on  coming — your  increased  effi- 
ciency stays  with  you. 

You  draw  dividonds  on  it  every  time  you  raceiva  money 
for  your  service — this  year — next  year —  all  the  years  to 
come. 

That  is  the  experience  of  every  one  of  our  patrons  who 
is  earnest  and  sincere — who  does  his  part  as  fully  as  he  ex- 
pects us  to  do  ours. 

The  reports  of  a  few  of  them  are  enclosed.  They  have 
found  out  for  you  just  what  our  service  is  really  worth  in 
every-day  business. 

The  only  way  our  business  can  grow  is  through  serving 
our  patrono.   Your  interests  are  therefore  our  interests — we 
are  here  to  sei-ve  you  as  we  are  serving  many  others. 

In  filling  out  the  back  of  the  enrollment  fora,  you  may 
write  us  as  fully  as  you  wish.   The  information  will  be  held 
confidential,  and  will  aid  us  in  serving  you. 

PR-6  Yours  very  sincerely, 


[416]  §86 


Founded  2902  bu  A.  F.  Sheldon 
Formulator  of  the  Science  of  Salesmanahip  and  Buaineaa  Building 


The  Sheldon  School 


Lta  C.  BALX.,  Assistant  Secretary 


Republic  Building 

209  State  Street 


lET  IN  CCNTUnV  BOLD  EXTCNDEO  AND  CENT 
VERSATILE  OttNAHCNT  MONOTONE  BORDER 
AMEfflCAN   TYPE   FOgNOERS   COMPANY 


Chicago,  Illinois 


RV   BOLD   ITALIC 


Dear  Sir:- 

What  would  you  do  if  you  received  the  following  letter 
from  U3? 

"Ten  days  from  date  is  positively  the  last 
day  on  which  it  will  bo  possible  for  you  to 
secure  our  Science  of  Business  Building." 

Stop  a  moment  and  decide,  fair  ajid  square. 

Wc  never  expect  to  write  such  a  letter,  but  wa  are  writ- 
ing you  to-day  on  an  equally  important  matter. 

You  are  sure  to  do  one  of  three  things  with  regard  to 
enrolling-- 

You  will  enroll  now. 

You  will  enroll  after  awhile,  or 

You  will  not  enroll  at  all. 


There  if:     "      ■ 
oreaaed  earn 
of  earnest  men  aud  wouion. 

The  cost  will  bo 
we  havo  boon  oblige!  t 


:  t  for  yourself  such  in- 
3  is  giving  to  thousands 

'-■■■■  now--in  fact 

1  times. 


To   start  now  means   that  you  get  more   for  the   S8une  monej 
becQurci  y  —    ■      able   to  work  easier  and  earn  bigger 

profits    . 

You  -JTould  probably  have  enrolled  before  If  things  had 
been  h  lit-f!e  w:    ~      '  .   To  over     ""   •  ■-•  iities 

In   thO  v.-;   Mil  ^   •   •   ♦   «  _  -n     you 

a  stro  reaouicoful  man  for  having  u.ade  Uio  ef- 

fort n  o  it, 

The  grass  always  looks  greener  ahead,  but  It  hardly 
ever  is.   This  is  YOUR  LAST  OPPORTUNITY  TO  START  NOW. 


Yours  faithfully, 


AS/1-3 


[417] 


THE  SHELDON  SCHOOL 

Fouodcil  in  1902  by  A.  F.  SHELDON,  FormuUlor  of  ihc  Science  of  Salramancihip  anil  Ilu»ini-««  Duildlnfi 


REPUBLIC  BUILDING,  209  STATE  STREET,  CHICAGO,  ILLINOIS 

TF.r  FlIIONKS.  HARBISON  802.  UBERTYVllXE  63       .       CABLE  ADDRESS.  "SHELTIFICO.  CHICACO" 


OFFICERS 

A.  F.  SHELDON.  Pmuknt 

J.  D.  KENYON,  y.  Praufciu 

C.  H.  PATTISON.  I'.  PrciUtru 

JAMES  WOOD  POCUE. 

K.  Prttident 
C.  N.  DURAND.  Trealurrr 

A.  H.SMlTH.-SVcrrtaiy 
L.  C.  BALL.  Aiu.  Srernary 


SCT  IN  MtMSCMS  Of  THE  BODON)  FAMILY 
AHCMICAH  nH  FOUNOERB  COMPANT 


AF-tOOK  auiDONS 


Dated 


'< 


Dear  Slr:- 

There  are  two  kinds  of  efficiency: 

First,  the  kind. than  can  do  things  - 

Second,  the  kind  that  can  get  a  good  price  for  it. 

These  govern  what  you  get  in  return  for  the  use  of  your 
time.  It  is  a  safe  guess  that  you  either  feel  you  are  eam- 
1'  ^t,  or  else  that  you  expect  to  be  more 

I  e . 

If  you  are  earning  more  than  you  get,  it  means  you  need 
to  learn  how  to  sell  your  own  services  -  Salesmanship  is  the 
main  tiling  taught  in  the  ♦••»•*  Course.   Even  a  small 
monthly  increase  in  the  money  you  get  will  easily  pay  for 
the  course  within  a  year  -  and  all  you  make  after  that  is 
cler;     '  . 

mere  valuable  after  awhile  means  getting  ac- 
G  If  -  finding  out  how  to  make  the  most  of 

y-^-    , -^ -^    -  -  ability  - 

It  means  learning  your  goods  or  proposition  so  you  can 
talk  bstter  to  the  other  fellow  from  the  standpoint  of  his 
own  interests  - 

It  requires  a  better  understanding  of  human  nature  - 
the  biggest  business  mistakes  are  mistakes  in  people  -  the 
biggest  successes  are  built  on  the  ability  to  handle  them  - 

It  mesins  knowing  how  a  man's  mind  works  in  deciding  and 
acting  -  how  to  state  your  case  so  that  others  will  buy,  at 
a  profit,       --vice  you  can  give  them. 

You  c   „   all  this  knowledge  -  in  such  an  interesting 
t  it  will  stick  in  your  mind  -  by  giving  a  *  *  *  *  * 
^-^„^.  booklet  a  place  in  your  coat  pocket,  and  by  putting 
in  a  few  minutes  at  a  time  now  and  then. 


Yc 


ASD/3 


nt  on  a  page  a  minute  and  an   idea  from  every 
,  useful  ideas  on  how  to  do  things  and  how 

jod  price  for  it.   More  ideas  in  your  work  mean 

■   to  your  time  and  more  cash  on  hand. 
Yours  very  sincerely, 


[418] 


i:Tl|ii"i' [ri'"',"ii|iii!ii'i" I" 


Aim 


HE  SHELDON  SCHOOL 


FOUNDED  IN  THE  YEAR.  NINETEEN  HUNDRED  AND  TWO  BY  A.  F.  SHELDON 
FORMULATOFk  OF  THE  SCIENCE  OF  SALESMANSHIP  AND  BUSINESS  BUILDING 


SET   IN    DELLA   ROBBIA        DCLLA   ROBBIA   INITIAL        LINEAR    BORDER   NO.    2 
AMERICAN  TYPE  FOUNDERS  COMPANY 


REPUBLIC  BUILDING,  209  STATE  STREET 


Chicago,  Illinois 


Dear  Sir:  - 

You  get  more  pay  for  each  working  hour  no^.r  than  you  did 
the  first  day  you  worked — why? 

Because  you  have  put  more  value  into  each  hour  of  your 
tlme--you  have  developed  your  efficiency. 

Your  business  efficiency  grows  out  of  your  business 
ideas,  and  these  como  from  your  ^  ^  i"^""  v  ,--1^1-^   t-  „gy 
enriiih  your  knowledge  with  the  i  :e 

of  ot'-'   —  "'  ■  ■  yourself  ;- 

I333  1  out  that  ju 


othor  man's  ; 
get  the  best 
new  and  original  ideas 


•3  to  your  own  e 

..1  out  of  wliich  ' 


add 

--you 

ture 


These  new  ideas  in  business  are  what  make  and  breaJc 

.  much 
receives  little.   They  make  3ale3--they  win 


other  maa   from  which  to  work  out  new  ideas  for  y*. 


f 
:3  . 


Enri'T  T'^ason  goes  easily  into  your  coat  pocket,  with 
room  t      :--you  can  cover  a  page  in  a  minute  or  so — those 
spare  ui^^.u^^^   you  have  often  had  to  waste  when  you  were  de- 
layed, or  while  "en  route,"  or  at  lunch  time. 

We  have  shiwn  you  honestly  just  why  and  how  our  course 
will  put  into  each  hour  of  ng  time. 

Busy  ani  .  men  Judge  anJ  dec' 

Youra  very  sincerely. 


§86 


[419] 


^ 

- 

■■ 

OFFICERS 

A.  F.  SHELDON.  Prei. 

J.  D.KENVON.V.Pr.i. 

C.  H.  PATTISON.V,;Prn. 

JAMBS  WOOD  POGUB 

V.  Prri. 
C.  N.  DURAND.Tre.l. 

A.  H.  SMITH.  SecT. 
L.C.  BALL.A..i.S<-cr. 

FounJcd  in  1902  by  A.  P.  SHELDON.  The  PormuUlor  o(  the  Science  ol  Saleimanikip  and  Ruiineit  Building 

DIRECTORS 

A.  F.  SHELDON 
J.  D.  HBNVON 
C    N.  DURAND 
F.  P.  DYMOND 
C.  H.  PATTISON 
JAMES  WOOD  POGUB 
W.  IRVING  LAKH 
A.  C.  SHELDON 

REPUBLIC  BUILDING,  209  STATE  STREET,  CHICAGO,  ILLINOIS 

s 

SCT   IN   CLOISTCN   BLACK   ANO   NEW   CASLON 

adt-tilC  Tint  roRMCiia      cnap-book  auiooNt 

AMCKlCAN   TVrC   FOUNDIKS   COMPANT 


i 


i 


Dear  Slr:- 

"The  making  of  permanent  and  profitable  patrons  — 

That  is  Business  Building.   You  want  to  build  your  busi- 
ness and  we  want  to  build  ours. 

We  can  profitably  work  together.  We  expect  to  increase 
our  business  and  influence  by  helping  you  increase  yours. 

We  are  the  largest  correspondence  school  in  the  world 
specializing  on  a  simple  line  of  training.  We  shall  con- 
tinue to  grow  if  we  continue  to  obey  that  law  of  business 
success  which  says:   "The  Science  of  Business  is  the  science 
of  3ervice--he  profits  most  who  serves  best." 

We  can  give  real  service  and  secure  confidence  in  our- 
selves only  on  the  policy  of  the  square  deal.   So  we  have  no 
"cut  prices"  to  offer--no  "special  inducements."  Heal, 
practical  business  training  at  a  moderate  price  is  its  own 
Inducement. 

"If  you  get  something  for  nothing,  is  it  worth  it?" 

-We  offer  you  "goods"  of  proven  value  to  you — and  at  the 
lowest  possible  rate  consistent  with  the  giving  of  real 
service. 


Yours  very  sincerely. 


AS/P-3 


[420] 


§86 


OFFICERS 
A.  F.SHELDON,  Prts. 
J.  D.  KENYON,  Vlce-Pres. 
C.  H.  PATTISON.VIcc-Prcs. 
JAMES  WOOD  POGUE, 

VIct-Prej. 
C.  N.  DURAND,  Tre«5. 
A.  H.SMITH.  Secy. 
L.  C.  BALL,  Assl.  Secy. 


The  Sheldon  School 


Founded  1902  by  A.  F.SHELDON 
Formulator  of  the  Science  of  Salesmanship  and  Business  Building 


DIRECTORS 
A.F.SHELDON 
J.  D.  KENYON 
C.  N.  DURAND 
F.  P.  DYMOND 
C.  H.  PATTISON 
JAMES  WOOD  POGUE 
W.  IRVING  LAKE 
A.G.SHELDON 


Republic  Building,  209  State  St., 

Chicago,  Illinois 


IN    MACPAttLANO   AND    MACFARLAND   ITALIC 
*ICAN   TYPE   rOUNOCR9   COMPANY 


Dear  Slr:- 

Flnding  a  market  for  your  knowledge,  service,  skill, 
ideas- - 

Exchanging  drygoods,  hardware,  groceries,  stocks  and 
bonds,  insurance,  real  estate  or  machinery  for  money-- 

Even  meOclng  a  good  impression  on  those  you  meet 
socially — 

All  these  are  Salesmanship,  for  a  sale  is  an  AGRBBMBNT 
OS"  MINDS,  and  a  Salesman  is  the  man  who  can  secure  confi- 
dence in  himself  and  his  undertakings — who  can  huild  his  in- 
fluence and  profits.   From  a  strictly  financial  and  business 
standpoint,  he  is  the  one  who  oaji  show  other  people  the 
reason  why  they  should  part  with  good  coin  in  exchange  for 
his  goods  or  service. 

That  can't  be  done--at  least,  not  many  times  in  the 
same  plaoe — merely  by  clever  tricks  or  skillful  juggling  of 
words  and  facts--not  by  learning  a  set  of  rules,  nor  a  "pre- 
served" selling  talk. 

To  sell  to-day,  and  to  keep  right  on  selling  at  top- 
notch  effloiency,  you  need  to  know  that  a  sale  is  only  one 
part  "proposition,"  but  three  parts  "human  nature"--like 
yours,  the  other  fellow's,  euid  bringing  them  both  to  agree. 


§86 


[4211 


V 


To  find  out  the  kind  of  man  you  are  and  how  you  can  Im- 
prove on  the  original  pattem--to  learn  the  signs  that  show 
your  customer's  ideas,  tastes,  needs  ajid  circumstances — to 
know  your  proposition  and  why  he  should  huy  it--to  train 
your  ability  to  put  into  his  mind  your  own  knowledge  and  con- 
fidence in  what  you  have  to  sell- 
That  is  the  kind  of  knowledge  that  gets  orders,  patron- 
age and  profit  right  where  they  do  the  most  good-- 

It  is  KNOWLEDGE  CLASSIFIED — put  into  handier  shape  for 
you  to  think  about  and  use--full  of  new  points  and  plans  for 
getting  more  of  them — it  IS  POWER  which  we  have  all  ready 
harnessed  for  you  to  hitch  up  to  the  bandwagon  of  your 
success. 

You  can't  really  doubt  the  statements  of  successful 
business  men,  nor  the  dollars  they  have  earned  because  they 
were  •  ♦  *  •  students.   I  really  feel  that  there  is  scarcely 
need  for  the  reminder  that  when  you  take  care  of  the  present 
your  future  looks  out  for  itself. 

Yours  very  sincerely, 

AS/P4 


f422]  §86 


r •: 

i  ™ 

>  *      •  •     «  i 

:  :    :  II- 

•  OFFICERS  '       '  -       ■ 


^F- 1 1  Tlic  Slieldon  Scliool  I 


H.  F.SHELDON, 
J.  0.  KENYON.V 

J.  w.  poGUE.  V.  Pr.».     :    : 

C.  N.  DURRND,Tr.o« 

R.  H.  SMITH,  S<c<|. 

L.  C.   BALL,  Asst.  S«c^.         •        •  Formulator  o{  tVic  Science  of  Sol«3mans\i'>[>  ona  Busmefts  Building 

.  :    :  :    : 

•••••••••■•«•«•••••••■•••••••«        *••«••••*••••••■•••«•••••••••••••••••••«••••••••■••••••«••••••••••••••••••••••■«•■»•••••        S< 


FOUNDED  1902  BY  A.  F.  SHELDON 


s 
DIRECTORS               : 

R 

F.  SHELDON             : 

1 

.  D.  KENYON              • 

C. 

H.  PATTISON            : 

JAMES  WOOD  POGUE      : 

W 

IRVING  LAKE 

A 

G.SHELDON             j 

{•••••••••••••••••••••••••••< 


set  IN    PtN   PHIMT       DAINTY  SOROER 
AHCniCAN  TYPE  POUNOCRS  COMPANY 


••••    •.  ••  .•  :•.  •. "  y    •••• 


Republic  Building,  209  Stote  Street 

CliicQgo,  Illmois 


Dear  Slr:- 

Whether  your  business  opportunities  lose  or  win  for  you 
all  depends  on  YOU. 

You  have  to  fight  for  better  position  and  bigger  prof- 
its. Lots  of  other  people  want  the  same  Job  you  do — the 
same  sale — the  same  customer.  To  fight  well  you  must  be 
trained  well. 

The  ♦♦•*•♦•  School  trains  well  lor  Dusines3  ouild- 
ing.  Ten  years  of  success  prove  it.  Thousands  of  satisfied 
patrons  heap  up  the  evidence. 

You  pay  for  a  mental  equipment  once,  but  it  lasts  a 
lifetime,  working  every  day.  The  more  you  use  it,  the  better 
it  gets. 

The  sooner  you  get  it,  the  more  you  can  use  it--the 
more  things  you  can  get  that  you  want. 

It  is  our  work  to  help  you  get  more  success.   We  are 
proud  to  offer  you  our  service,  because  it  is  backed  by 
proven  ability. 

Yours  faithfully, 
AS/H3 


§86  [423] 


A.  F.  SHEUDON,  President  J.  D.  KENYON,  Vice-President 

The  Sheldon  School 


Formulator  of  the  Science  of  Salesmanship 
and  Business  BuildinK 


Founded  1902  by  A.  F.  SHEXX)ON 

-^^>w  Republic  Building,  209  State  Street 


5tT  IN  cCMTuitv  eoto  DCTEHDco  *M0  cctTunT  cxPAnoeo     ACMt  eonoc*  i^rn/*Sl  €Tf\       Til 

»«..«-..-.  rou«o...  co-~«r  ^-^IllCdgU,    111. 


Dear  Slr:- 

Your  competitor  -  if  you  haven't  met  hlra  yet,  you  may 
to-morrow,  and  he  may  be  a  bigger  man  than  you  are. 

He's  out  after  Just  what  you  want.   And  you  can't  blame 
him  -  he  has  the  same  bread-and-butter  problem  -  the  same 
aucceas  problem  -  that  you  have  yourself. 

He  won't  be  bashful  about  talflng  your  business  away 
from  you,  but,  at  that,  he  1       d  friend  of  yours  -  he 
maJces  you  hustle  to  keep  up  •       a  or  ahead  of  hlra  -  and 
that  makes  you  a  better  man  and  bigger  success. 

It's  a  fair  fight  between  you  and  him,  and  the  best  nsui 
wins  -  the  best  man  in  training,  equipment,  ability,  person- 
ality. 

ARE  YOU  THAT  MAN?   Or  are  some  of  your  efforts  "almost" 
successful  -  some  of  your  sales  "almost"  made  -  some  of  your 
customers  "almost"  won  -  some  of  your  patronage  "almost" 
secured?  Does  some  "little  slip"  spoil  your  plans,  just  as 
the  small  leak  sinks  the  big  ship? 

The  ••*•♦*  *  Course  will  give  you  better  TRAINING 
on  how  to  build  your  influence  and  business  -  will  improve 
your  EQUIPMENT  of  plans  and  methods  -  will  develop  your  men- 
tal and  physical  ABILITY  -  will  draw  out  in  you  the  faculties 
that  shine  in  a  strong  and  attractive  PERSONALITY.   It  will 
give  you  that  confidence,  built  on  sure  knowledge,  that 
enables  you  to  say: 

"I  AM  THAT  MAN.   I  know  why  men  fail  and  why  they  suc- 
ceed; I  know  the  methods  I  rr^ust  use  -  I  have  the  knowledge 
auid  training  I  need  to  win  i  \r   of  competition." 

But  first  you  must  say  .      ng  like  this  - 

"I  want  less  'almost'  sales  and  more  real  ones  -  I'm 
out  to  make  that  fellow  who  wants  my  job  sit  up  and  take 
notice.   I  will  use  the  service  of  the  ♦*•»•♦  School, 
because  they  are  helping  thousands  of  men  to  make  new  rec- 
ords and  to  win  out  over  competition  -  and  MAYBE  MY  PET  COM- 
PETITOR IS  ONE  OF  THEM.   I  can  Just  get  as  much  out  of  the 
course  as  he  can  -  and  keep  on  giving  him  a  run  for  his 
Boney. " 

Say  it  -  ALL  of  it.   Then  DO  it  -  why  not? 
Yours  very  sincerely, 
AS/H-4 


[424]  §86 


D 


OFFICERS 

A.  F.  Sheldon.  Pres. 

J.  D.  Kenyon.  V.  Prcs. 

C.  H.  Pattlson.  V.  Pres. 

James  Wood  Pogue, 

V.  Pres. 

C.  N.  Ourand,  Treas. 

A.  H.  Smith,  Secy. 

L.  C.  Ball,  Assl.  Secy. 


([he  Sheldon  School 


DIRECTORS 
A.  F.  Sheldon 
J.  D.  Kenyon 
C.  N.  Durand 
F.  P.  Dymond 
C.  H  Paulson 
James  Wood  Pogue 
W.  Irving  Lake 
A.  G.  Sheldon 


liiBll 


Founded  1902  by  A.  F.  SHELDON.    Formulatorof 
the  Science  of  Salesmanship  and  Business  Building 


SET   IN   CHUnCH   TCXT  ANO   CLCARFACE 
LINEAR   BOROCR   NO.   2       MONOTONE   BORDER 
AMERICAN   TYPE   FOUNDERS   COMPANT 


Republic  Building,  209  State  Street 


Chlcaaojll. 


liiiiiii 


Dear  Sir:- 

The  little  booklet  enclosed  tells  about  the  "Man  Who 
Bossed  Johnson. 

You  can  "boss  Johnson"  better  when  you  know  him  real 
well. 

Did  you  ever  stop  to  think  that  you  have  some  sixty 
different  kinds  of  mental  and  bodily  powers,  and  that  each 
one  of  these  sixty  can  be  used  in  many  different  ways  for 
the  doing  of  many  different  thir.-rs? 

To  be  able  to  even  re.Tie  these  different  powers  would 
"help  some"  -  to  know  their  uses  and  value  would  help  more  - 
and  to  know  how  to  take  hold  of  each  element  in  your  person- 
ality and  train  it  to  higher  efficiency  and  attractiveness 
would  help  most  of  all . 

What  do  you  know  about  yourself?  Do  you  know  the  kind 
of  mental  and  bodily  power  that  is  shown  by  the  color  of 
your  eye,  the  shape  of  your  head,  the  texture  of  your  skin? 
Do  you  know  your  strong  points  and  how  to  develop  them  - 
your  weak  points  and  how  to  guard  against  them? 

Do  you  know  just  how  well  the  quality  of  your  make-up 
ajid  your  own  personal  abilities  fit  you  to  do  what  you  do? 
Do  you  remember  that  strong  men  -  able  men  -  forceful  men  - 


§86 


[425] 


-2- 

influential  men  -  are  the  successful  men  in  every  line  of 
work? 

You  can  become  thoroughly  acquainted  with  "Johnson," 
you  can  learn  to  manage  him  -  by  the  personality  training 
contained  in  the  ♦•••••  Course  -  it  is  complete, 
thorough,  intensely  interesting. 

And  personality  training  is  only  one  of  the  things  you 
get  in  this  course  -  there  is  always  "the  other  fellow"  to 
be  considered  in  every  deal  you  make  -  and  you  get  his 
agreement  quicker  when  you  can  size  him  up  quickly  and  have 
learned  beforehand  how  best  to  deal  with  him. 

Then  there  is  your  proposition  -  the  thing  you  want  to 
do.   You  want  to  know  it  and  to  be  able  to  tell  it  to  others 
so  they  nill  know  it,  will  agree  with  you  and  take  action 
upon  what  you  have  shown  them. 

The  uest  way  to  find  out  all  about  this  efficiency 
training  would  be  to  send  for  The  •♦•••♦  Book  -  its 
price  to  you  is  a  one -cent  stamp  on  the  enclosed  card  -  suid 
the  Government  gets  the  stamp.   We  send  you  the  book  for 
nothing  and  prepay  the  postage. 

Yours  very  truly, 
LCB/BJ 


[426] 


»C7   IN   TTM»   JMAOtO        8TH*TMM0<1C  ORNAMEHT        LITMOTOME   BRASS   KULE 
AMCftlCAN   TY^e   FOUNDERS   COM^ANV 


Dear  Slr:- 

Very  likely  there  have  been  morning's  when  you  have  said 
to  yourself  -  "iVhy  ths  dickens  didn't  I  stay  at  home  last 
night  and  go  to  bed  at  a  decent  hour?"  And  no  doubt  there 
have  b-jen  evenings  when  you  have  wondered  why  you  did  not 
enjoy  things  just  as  you  used  to.   At  such  times  I  fancy  you 
may  have  solaced  yourself  with  the  moth-eaten  fallacy  that, 
-  "As  a  man  grows  older  he  shouldn't  expect  to  get  the  sane 
fun  out  of  life  that  he  did  in  his  earlier  years."  Poor  old 
exploded  idea! 

I,  for  one,  am  glad  that  it  IS  an  exploded  idea.   A 
man  should  bo  a  good  bit  older  than  you  are  before  the  keen 
edf^e  of  enJo.yment  is  dulled.   Of  course  I  do  not  mean  to  say 
that  there's  no  limit  to  the  liberties  a  man  can  safely  take 
with  hi<?  bodily  machine.   But  I  do  mean  to  say  that  to  the 
man  whose  physical  condition  is  whnt  it   rhould  be,  such 
things  as  indigestion,  constipation,       hes,  liver  and 
kidney  troubles,  rheumatism,  gout,  o;     .,  ,    nervousness. 
Insomnia,  and  other  common  ills  are  unknown. 

For  years  my  time  has  been  devoted  to  the  study  of  just 
one  thlniT  -  T^'"  .   I  do  not  re- 

fer to  the  usii  '       "  entlflc  physi- 

olo<»ical  exercisf       lly  studied  out  for  each  individual 

case.   And  this  1:;   je  I  have  imparted  to  hundreds  of 

prominent  business  and  professional  men,  including  physi- 
cians of  national  reputation. 

What  I  teach  requires  little  tine,  no  diet,  no  absence 
from  business,  no  giving  up  of  accu^tf^mod  pleasures.   Its 
effect  on  a  man's  mind  is  as  marked  as  the  effect  on  his 
body.   There  is  not  a  man  llvincr  v-ho  would  not  be  benefited 
by  it. 

Just  mail  the  enclosed  card  amd  let  me  tell  you  about 
it. 

Sincerely, 


§87  [427] 


acz      '  zpa 

Wioneittr,  iWasgactufiEttS 


irr  IN   CLOItrCIt   BLACK        ITALIAN   SANO        NONOTONC   aOKOCR 
AMimCAN   TY^C   rOUNDlftS   COMPANY 


Dear  Slr:- 

I  don't  dare  tell  you  the  full  truth  -  you  would  not 
believe  it.  I  wouldn't  have  believed  it  a  few  years  ago; 
but  I  tried  my  plan  on  myself  first  -  here  is  what  it  did 
for  me:- 

I  was  so  much  of  a  weakling  that  I  could  not  buy  a  dol- 
lar's worth  of  life  insurance.   To-day  I  am  in  such  superb 
health  that  insurance  doctors  call  me  a  "perfect  risk." 

Thus,  starting  v/ith  absolute  faith,  I  began  to  teach 
others  the  thi.       had  done  such  wonders  for  myself  -  the 
RIGHT  kind  of        =;.   Not  gymnastic  "stunts,"  tut  exer- 
cise in  a  new  and  fundamental  conception  of  the  word.  Gentle, 
natural  movemeiits  that  develop  your  great  VITAL  MUSCLES  - 
for  the  heart,  lungs,  liver,  bowels  are  muscles  -  so  they 
can  perform  properly  their  functions  -  Dynamos  that  supply 
their  full  man-power. 

What  has  been  the  result?  Ask  any  of  the  hundreds  of 
men  -  captains  of  industry  and  leaders  in  the  professions 
all  over  America  -  who  have  received  such  priceless  benefit 
from  my  Course  that  they  have  given  me  permission  to  use 
their  names  as  references. 

But  I  ask  you  to  take  no  man's  word  for  it  -  I  offer 
you  the  chance  to  convince  yourself  that  refreshing  sleep, 
a  sound  digestion,  strong  lungs  and  heart  and  nerves,  a 
clear  mind,  buoyant  spirits,  vigorous  muscles  -  the  perfect 
health  you  may  no  longer  know,  is  within  your  grasp. 

I  can't  expect  this  letter  to  convince  you  -  but  if  you 
are  interested  I  shall  be  glad  to  send  you  my  book,  "Human 
Energy,"  free  and  without  obligation  on  your  part.   You  will 
find  It  startling,  yet  obviously  true;  and  it  tells  how  you 
may  test  the  value  of  my  plan  in  your  own  particular  case 
without  risking  a  single  penny. 

May  I  request  you  to  post  the  enclosed  card  before  it 
la  mislaid? 

Yours  very  truly, 


[428] 


SCT   IN    ENORAVCItS   SHAOCD        OCLLA   HOflBIA   ORNAMEN 
AHCmCAN   TVPE   FOUNOeirS   COMPAMV 


Dear  Sir:- 

After  playing  bridge  the  other  night,  some  one  at  the 
table  started  doing  card  tricks.   You  know  what  a  bore  they 
are?  So  pretty  soon  I  said,  "I  can  do  a  trick  worth  all  of 
those,"  and  taking  a  pack  of  cards,  I  tore  them  in  two. 

Well  sir,  you  would  have  thought  a  miracle  had  taken 
place,  to  have  seen  their  faces;  but  when  I  put  the  halves 
together  and  tore  them  straight  across,  the  chorus  of.  Tor 
Heaven's  sake  how  did  you  do  it?"  got  embarrassing. 

"Did  it  with  my  heart  and  lungs,"  said  I,  which  only 
seemed  to  make  matters  worse.   "There's  no  trick  to  it  - 
merely  a  question  of  being  strong.  And  there  is  no  trick  to 
being  strong  -  it's  merely  a  matter  of  getting  into  vigorous 
health,  organically." 

And  there  is  no  triok  about  getting  into  vigorous 
health,  for  all  the  organs  -  heart,  lungs,  bowels,  etc.,  -are 
muscles,  and  p--    -   ■■      -  gxercise  -  a  "  n 

day  of  naturcil,  „  a  -  will  str«  _ 

up  these  vital  muscles  so  they  can  perform  their  functions 
proporly.   That '3  the  all-ir  '   strength  of 

external  musclar.    Tollarrs   as 

I  '.youj.1  ±xxe    zo    i^oix  you  more  a?out  it  -  no-^ 
tricks  but  good  health  -  and  I  will  do  so  without        01 
obligation  on  your  part  if  you  will  return  the  enclosed  post 
card.  Unless  you  are  in  perfect  health  you  vjlll  bo  glad 
every  day  of  your  life  for  doing  so.   Even  thou,  I  will 
guarantee  that  what  I  have  to  say  won't  bore  you. 

Yours  very  truly, 


§87  [429] 


EDMUND   THOMPSON 

WORCESTER.  MASSACHUSETTS 


8ET  BY  THE 

POOLE  PRINTING  COMPANY 

BOSTON,  MASS. 


Dear  Sir:- 

Soon  after  seven  every  morning  I  get  to  my  desk;  at 
noon  go  across  the  street  for  a  hurried  lunch;  along  toward 
six  o'clock  I  quit  work,  not  because  I  am  tired,  but  because 
I'm  hungry  -  I  ajn  never  tired. 

I  can't  spare  the  time  to  walk  home;  I  invariably  ride 
both  ways.   This  has  been  my  daily  routine  for  several  years. 
I  don't  get  a  bit  of  what  people  commonly  call  "exercise." 
Yet  dy  n-usoles  are  as  hard  as  steel  and  I  am  in  literally 
perfect  health. 

I  have  forgotten  what  it  is  to  have  indigestion  or  head- 
aches, or  feel  low  in  my  mind.   My  day's  work  is  all  the 
cocktail  I  need  for  a  hearty  dinner  and  a  happy  evening. 
Pull  of  eagerness  for  the  next  day,  I  drop  asleep  the  min- 
ute my  head  hits  the  pillow. 

But  please  don't  envy  me  for  being  born  with  "such  a 
wonderful  constitution  and  disposition."   I  wasn't.   I  used 
to  feel  depressed  much  of  the  time,  and  a  few  years  ago  I 
was  what  is  popularly  called  "all  in,"  to  such  an  extent 
that  I  couldn't  buy  a  dollar's  worth  of  life  insurance. 

I  admit  the  change  is  wonderful  -  almost  miraculous, 
considering  the  fact  that  I  brought  it  about,  myself,  solely 
by  a  few  minutes  daily  attention  to  my  body,  in  ray  own  bed- 
room.  I  would  consider  it  actually  a  iliracle,  had  I  not 
brought  about  a  similar  change  im  hundreds  of  prominent  men 
all  over  America,  by  the  same  principles. 

I  am  so  certain  I  can  do  the  sarae  thing  for  you,  that 
I  am  willing  to  make  the  test  at  my  risk.   But  all  I  am  ask- 
ing in  this  letter  is  permission  to  lay  the  facts  before  you 
without  expense  or  obligation. 

The  enclosed  postcard  will  bring  you  full  information. 
And  if  you  are  in  any  way  dissatisfied  with  your  physical 
condition,  please  post  it  now. 

Yours  very  truly, 


[430]  §87 


^MWy^^M^^;^^vW»¥^^^WkW^WvWMW5^^5^^5^^v^^5^^v!: 


>or>v>f>w> 


"The  Right  Place  for  Your  Boy" 
J.  JOHN  BUZZELL,  General  Director  C.  P.  BUZZELL,  M.  D.,  Resident  Physician 

CAMP  NOKOMIS 

IN  THE  WHITE  MOUNTAINS 


SET   IN   STUOLCT   ANO   CXTENOCD   STUOLEY        INDIAN    BORDER 
AMCHICAN   TYPE   FOUNOENS   COMPANr 


Conway,  N.  H. 


Dear  Doctor: - 

Realizing  that  many  parents  would  like  to  place  their 
boys  in  a  small  select  summer  camp  where  careful  consider- 
ation is  given  to  the  health  and  development  of  each  indi- 
vidual boy,  Cajnp  Nokomls  has   been  founded  to  carry  out  this 
idea. 

I  and  my  associates,  all  of  whom  are  enthusiastic 
lovers  and  aooomplished  students  of  out-door  life,  will  en- 
lighten the  boys  in  a  practical  and  inspiring  way  from  the 
open  book  of  Nature  which  is  so  elaborate  and  varied  in  this 
particular  region.   The  location  and  leadership  together 
secures  an  atmosphere  "rich  in  mental  and  physical  urllft." 

The  number  of  boys  will  be  limited  so  that  all  may  be 
under  the  personal  care  and  guidance  of  the  director  at  all 
times.  You  will  also  appreciate  the  advantages  of  the  ad- 
vice and  instruction  of  the  resident  physioian,  which  is  of 
especial  value  to  the  boy  not  old  enough  or  strong  enough  to 
"rough  it"  for  himself  in  a  large  oeunp. 

If  you  desire  to  know--for  yoursolf  or  some  friend — 
more  of  the  Tiatural  advantages  of  Caiap  "  '         3  and  of  the 
personalities  of  the  councilors,  all  of  .......  are  unusually 

well  qualified  in  their  special  departments  of  the  work,  I 
will  be  pleased  to  furnish  full  details  either  to  you  or  to 
some  one  whom  you  may  suggest. 

Very  truly  yours. 


§88  [431] 


D.  ARTHUR  BOWMAN  &  COIVIPANY 

QOVERNUENT,  nUNICIPAL 


THE  HIGHEST  RATED 
SECURITIES 


BONDS 


WEBUYAND  SELL  ONLY 
THE  BEST  BONOS 


SCT   IM   COMSTOCK.   COMSTOCK   CONOCNSCO,    LIOMT   COPFtUPkATC   OOTHIC 
AHO   LIQHT   COPPCftPLITE   GOTHIC    COMDtNSED 
AMCttlCAN  TYPE  FOUNOCRB  COMMNf 


THIRD  NATIONAL  BANK  BUILDING 


SAINT  LOUIS 


Dear  Sir:  - 

Replying  to  your  valued  inquiry,  wo  take  pleasure  in 
mailing  to  you  under  separate  cover  a  copy  of  our  'brochure, 
"The  Trend  of  Investments." 

A  careful  reading  of  this  Doojvict  will,  we  believe, 
convince  you  of  two  things:   First,  that  the  judicious  and 
profitable  investment  of  money,  while  essentially  a  banker's 
business,  is  NOT,  as  many  persons  seem  to  think,  shrouded  in 
the  least  mystery  nor  fraught  with  undue  risk;  second,  that 
of  all  the  various  forms  of  investment  a  well-secured  bond 
is  the  most  desirable. 

We  have  endeavored  to  make  these  points  clear  by  show- 
ing the  relative  importance  of  th«  four  elements  which  con- 
stitute any  investment  -  the  SECUJRITY,  the  INCOME,  the  UAR- 
KETABILITY  and  the  POSSIBILITY  of  APPRECIATION.   As  illus- 
ti'ating  how  these  four  elements  are  more  perfectly  balanced 
in  a  well-secured  bond  than  in  any  other  form  of  investment, 
we  have  selected,  for  specific  treatment  in  the  booklet, 
four  typical  bond  issues  embracing  the  Mixnicipal,  the  Rail- 
road, and  the  Public  Utility  Corporation  types,  explaining 
briefly  their  various  advantages  to  the  average  investor. 

It  goes  almost  without  saying  that  the  first  -  the  fun- 
damental -  consideration  of  ANY  investment,  whether  it  be  a 
bond  or  anything  else  is  -  SAFETY.   All  other  considerations 
are  of  minor  importance  compared  to  this  one.   But  to  de- 
termine with  any  degree  of  accuracy  just  what  constitutes  a 


[432] 


§89 


-2- 

proper  degree  of  safety  which  is  at  the  same  time  compatible 
with  a  satisfactory  income  yield,  and  which  does  not  require 
the  sacrifice  of  too  great  a  degree  of  "marketability"  - 
prompt  convertibility  into  cash  -  and  "possibility  of  in- 
crease" reo.uires  a  more  intimate  knowledge  -  not  of  finance, 
please  bear  in  mind  -  but  of  the  CONDITIONS  which  are  pecu- 
liar to  each  separate  bond  issue,  than  the  average  investor 
possesses. 

Such  information  can  only  be  obtained  by  a  most  careful 
investigation.  And  it  is  in  this  respect  that  we  can  be  of 
great  material  service  to  any  prospective  investor.   Our 
organization  is  complete  in  every  detail.   Under  no  circum- 
stances will  we  buy  or  offer  for  sale  a  single  bond  until 
every  phase  of  the  issue  has  been  carefully  investigated  by 
our  experts  and  we  are  satisfied  in  our  own  minds  that  it  is 
desirable  from  every  investment  viewpoint. 

Kindly  read  our  booklet  carefully.  You  will  find  it 
both  interesting  and  instructive.   Then,  if  you  will  write 
to  us  telling  us  about  what  you  have  in  mind  as  a  prospective 
Investment,  we  shall  take  great  pleasure  in  sending  you  a 
list  of  desirable  bond  investments  of  various  kinds  which 
will  net  you  an  income  ranging  from  4-j^  to  6^. 

Thanking  you  for  your  inquiry,  we  are 

Yours  very  truly, 


§89  [433] 


D.  Arthur  Bowman  &  Company 

Cloths  nnh  2ion&Si 


Government  -  Municipal  -  Railroad  -  Corporation 

SET  IN  LIOMT  UTHO  AND  CNONAVERS  OLD  ENOLISM  lOLO 
AMCNICAN  TYPE  FOUNOEDS  COMPANY 

Third  Niillonnl  Bonk  Building 


Saint  Louis,  Mo. 


Dear  Slr:- 

It  is,  of  course,  a  very  simple  matter  for  a  man  with 

earning-power  to  accumulate  money. 

But  money-Getting  and  money-saving  --  in  the  truest 
senses  —  are  widely  different. 

There  are  so  many  different  opportunities  alvrays  pre- 
senting themselves.   To  the  Kan  who  has  acquired  from  $500 
upwards,  the  temptation  to  increase  that  sum  —  whatever  it 
be  --  is  irresistible  at  times. 

In  the  flood  of  all  sorts  of  propositions  which  come  to 
one,  how  can  the  "wheat  be  separate  from  the  chaff"?  How 
can  the  ordinai-y  business  man,  without  knowledge,  experience 
or  the  facilities  of  handling  investments,  tell  the  absolute 
weak  and  strc"'-  -'^-'nts  of  each  proposition? 

Now  our       3  —  our  profession  —  IS  the  handling 
of  funds  --  tiu:>i,  iunds,  bank  money,  insurance  money  and  the 
like.  We  only  INVEST.  We  invest  the  funds  of  others  every 
day  in  the  year. 

V/e  know  of  the  varied  conditions  surrounding  each  and 
every  one  —  man,  woman  or  child  —  who  has  money  by  ac- 
quirement or  bequest. 

It  is  our  business  to  possess  that  keen,  wide,  thorough 
training  which  causes  Banks,  Trust  Companies,  Financial  In- 
stitutions, Ti-ustees  and  Investors  generally  to  look  to  us 
and  accept  our  judgment  in  matters  of  this  kind. 

We  offer  you,  therefore,  the  knowledge,  born  of  ripe 
exp^      ,    '  33.   Our  '     '         it  very  often  rep- 

re?'  3tions  of      lading  investment 

of  tLe  country.   Thir.       an  advantage  this  is  to 
1  with  $500,  ,':-b,000  or    ,   J. 

We  have  made  a  Ity  of  high-class  rr  \1  and 
corporation  bonds.  .  .  ,^ievs  there  is  nothrl  ,  ^ar,  from 
the  standpoint  of  security.  We  can  show  you  WHif  very  easily. 
If  you  have  some  money  at  this  time  or  expect  to  have  in  the 
near  futur^B,  wd  will  be  glad  to  hear  from  you  and  assure  you 
that  your  interests  will  be  best  protected  by  your  doing 
this. 

Thanking  you  for  your  past  favors  and  awaiting  your 
reply,  we  are, 

Yours  very  truly, 


[434]  §89 


Title  Guarantee  and  Trust  Company 

CAPITAL  AND  SURPLUS,  |ll4,Oa0.0<NI 

REAL  ESTATE  TITLE  INSURANCE  »  BANKING  »  TRUSTS 


176  BROADWAY 

New  York 


ICT   IN   MCMBEHS   of  the   80D0NI    FAMILY        ITALIAN    BANDS 
POOLC   FRINTINO   CO..    BOSTON,    MASS. 


Dear  Sir: 

The  loss  of  interest  due  to  delay  in  investing  one's 
funds  is  a  serious  matter.   The  idleness  of  your  money  for 
a  little  over  five  weeks  means  the  sacrifice  of  one-tenth  of 
a  year' s  income. 

The  great  demand  for  guaranteed  mortgages  during  the 
past  month  has  made  it  difficult  for  us  to  supply  you  with 
mortgages  in  sums  that  exactly  meet  your  requirements.   To 
fill  this  need,  we  now  offer  you  the  Guaranteed  First  Mort- 
gage Certificates  of  the  **•♦**,  a  Company  orgajiized 
under  the  Banking  Department  of  New  York  State  and  closely 
affiliated  with  the  Title  Gvarantee  and  Trust  Company.   These 
certificates  are  in  effect  assignments  of  portions  of  guar- 
emteed  Diortgages  and  in  no  respect  differ  in  security.  They 
have  the  additional  advantage  that  you  can  invest  any  amount 
at  any  time. 

We  recommend  them  in  every  particular  and  advise  you  to 
buy  them  and  avoid  any  loss  of  income  due  to  your  capital 
remaining  idle.  The  payment  of  principal  and  interest  is 
guaranteed  by  the  Bond  and  Mortgage  Guarantee  Company  and 
Interest  checks  are  sent  out  on  the  first  of  February  and 
August  of  each  year. 

Yours  very  truly, 


§90  [435] 


CAPITAL  AND  SURPLUS.  $15,000,000 

^al  ^state  ®itle  insurance  •  ^mtktng  ■  'Qlrusta 


StT   tN   WCOOtNO  TCXT,    HEAVY   CO^rCKPLATC   OOTNIC   AND 

HCaVV   COr^CKfLATC   QOTHIC   CONDCNSCO        VCHBATILC  ORNAMENTf 

AMERICAN   TYPE   rOUNDCRS   COMPANY 


176   BROADWAY 


'^tbi  ^ork 


Dear  Madeuia: 

Have  you  in  mind  the  investment  of  a  sum  of  money  in  a 
way  that  will  cause  it  to  yield  as  large  an  income  as  pos- 
sible without  any  risk?  To  accomplish  this,  it  is  necessary 
to  make  a  very  careful  choice  of  investments. 

The  perfect  investment  is  one  which  represents  a  defi- 
nite claim  on  valuable  real  estate  and  which  is  further  pro- 
tected by  the  guarantee  of  a  responsible  guarantor. 

First  mortgages  on  improved  property  in  New  York  City 
are  the  best  class  of  security  that  it  is  possible  to  obtain, 
as  they  are  claims  on  the  choicest  and  most  valuable  property 
in  the  world.   The  guaranteed  mortgages  that  our  Company 
can  offer  to  you  are  first  mortgages  on  property  in  Greater 
New  York  and  have  the  payment  of  principal  and  interest 
absolutely  guaranteed  by  the  Bond  and  Mortgage  Guarantee 
Company  with  its  capital  and  surplus  of  $8,000,000.   During 
the  past  eighteen  years  our  Company  has  sold  to  investors 
#400,000,000  of  these  mortgages  and  no  investor  has  ever  lost 
a  dollar  of  principal  or  interest. 

In  order  to  accommodate  investors  who  may  wish  to  in- 
vest funds  in  an  amount  not  large  enough  to  take  up  an  in- 
dividual mortgage,  this  Company  provides  the  same  security 
in  the  form  of  Guaranteed  First  Mortgage  Certificates.   They 
are  in  amounts  of  $200,  $500,  $1,000  and  $5,000. 

If  you  are  interested  in  investments  of  this  character, 
we  should  be  glad  to  have  you  write  us  for  further  infojoaa- 
tion. 

Yours  very  truly, 


[436]  §90 


CAPITAL   AND  SURPLUS.  $15,000,000 


tE^itle  (guarantee  antr  tE^rusit  Company 


REAL  ESTATE  TITLE  INSURANCE 
BANKING,  TRUSTS 


NO.    176    BROADWAY 


^etD  |9orfe 


SET    IN    TYPO   OOTHIC   AND   CLOISTCM   BLACK 
AMERICAN   TYPE   FOUHOCRt    COHfAHY 


Dear  Sir: 

A  short  time  ago,  I  wrote  you  about  the  value  of  mort- 
gage investments.   In  a  great  office  like  ours,  employing 
more  than  twelve  hundred  people,  it  is  possi'^le  that  your 
reply  may  have  escaped  my  notice  or  you  may  have  disregarded 
my  letter  because  you  thought  you  would  not  be  interested  in 
the  subject. 

Would  you  care  to  read  a  pamphlet  describing  New  York 
City  mortgages?   If  you  have  money  to  invest  or  expect  to 
have  in  the  future,  we  shall  be  glad  to  send  you  this  book 
but  we  do  not  want  to  do  so  unless  you  care  for  it. 

You  will  find  here  mortgage  investments  for  the  man  who 
can  save  $10  per  month  or  for  the  man  who  has  $100,000  or 
more  to  invest.  During  the  past  eighteen  years,  we  have  In- 
vested for  our  clients  more  than  $400,000,000  in  guaranteed 
mortgages  and  not  one  of  them  has  ever  lost  a  dollar. 

We  shall  be  glad  to  have  you  call  to  seo  us  if  you  are 
looking  for  an  investment  or  will  send  you  the  pamphlet  re- 
ferred to  above  if  you  will  write  us. 

Very  truly  yours. 


§90  [437] 


REAL  ESTATE  TITLE   INSURANCE  BANKING.  TRUSTS  Capital  and  Surplus.  $15,000,000 


Title  Guarantee 
&JTrust  Company 


SCT    IN   STKATHMOttC        LINEAR   BOAOCH   NO.    2        STRATNMORC   OflNAHENT 
AMERICAN   TYPE   FOUNDERS   COMPANY 


No.  176  BROADWAY 


New  York 


Dear  Sir:- 

When  we  originated  our  plan  to  enable  people  to  invest 
in  first  mortgages  on  New  York  City  real  estate  by  $200  cer- 
tificates purchasable  at  the  rate  of  |10  per  month,  it  was 
an  experiment.   In  New  York  City,  where  our  business  was  al- 
ready well  known,  we  knew  the  plan  would  succeed.  We  were 
not  30  sure  of  the  rest  of  the  country. 

We  can  now  say  that  the  public  has  approved  these  cer- 
tificates. They  have  been  sold  in  almost  every  state  in  the 
Union,  in  Prance,  in  South  America,  Panama  and  even  in  the 
Sandwich  Islands.   There  are  people  all  over  the  world  who 
want  an  absolutely  safe  investment  that  brings  in  a  good 
return. 

We  have  written  you  three  letters  about  this  savings 
plan  but  you  have  not  thought  best  to  avail  yourself  of  it. 
Is  it  because,  now  that  you  know  the  details  of  our  plem,  it 
does  not  interest  you?  If  a  plan  that  saves  |10  per  month 
is  too  small  to  attract  you,  we  would  remind  you  that  we 
have  mortgage  certificates  in  amounts  of  $1000  and  $500  or 
the  $200  certificate  cem  be  bought  outright  if  you  desire. 

When  you  look  back  over  your  own  efforts  to  save  money 
what  do  you  find  has  been  your  success?  You  have  perhaps 
succeeded  in  keeping  the  money  safe  and  having  it  earn  a 
very  small  rate  of  interest  but  on  the  other  hand  many  a  man 
has  "invested"  his  savings  in  something,  where  to-day  he  can 


[438] 


§90 


-2- 

get  back  his  money  only  in  part  or  maybe  not  at  all.  Perhaps 
you  have  not  saved  any  money.   That  is  what  seems  to  happen 
now-a-days  to  most  people  whose  income  is  only  moderate. 
There  are  so  many  pleasant  ways  to  spend  money.  Will  your 
financial  condition  be  better  ten  years  from  now,  unless  you 
get  some  one  to  help  you  save? 

Many  men  and  women  who  are  living  on  salaries  and  whose 
income  seems  assured,  do  not  stop  to  think  where  they  would 
toe  if  the  firm  or  company  for  which  they  are  working  should 
find  its  business  less  profitable  and  find  it  necessary  to 
discontinue  business  or  to  do  without  some  of  its  oldest  em- 
ployees.  There  are  many  families  that  have  not  laid  up 
enough  to  carry  them  through  the  period  that  would  neces- 
sarily elapse  before  financial  rearrangemnts  could  be  made. 

There  is  nothing  that  makes  a  man  so  independent  as  to 
have  some  money  put  away  to  take  care  of  him  and  his  family 
when  hard  times  come.  If  you  can  spare  $10  a  month  now, 
there  is  no  better  use  for  it  than  to  make  provision  against 
trouble  that  may  come  in  the  future.  You  will  never  regret 
having  sent  us  the  initial  $10  to  start  a  savings  plan  that 
pays  you  4-1/2^  interest  and  where  your  money  la  absolutely 
safe. 

Yours  truly. 


§90  [439] 


DODC 


3Daa 


TITLE  GUARANTEE  AND  TRUST  COMPANY 

CAPITAL  AND  SURPLUS.  •IS.OOO.OOO 

REAL  ESTATE  TITLE  INSURANCE 
BANKING  »  TRUSTS 


t76    BROADWAY 


NEW  York 


SET   (N    MCMIEOS   or   COPPERPLATE  0OTM1C   FAMaV 
COMSTOCK   CONDENSeO        MONOTONE   BORDER 
AMERICAN   TYPE   FOUNDERS   COMPANY 


Dear  Sir: 

We  are  glad  that  you  have  written  to  us  for  a  copy  of 
our  pamphlet  "The  S  "  "'  ^  to  Save."   It  gives  us  the  oppor- 
tunity to  say  noma     _  to  you  that  we  cannot  say  in  a 
general  advertisement. 

First  of  all  the  **•*•*  Company  is  entitled  to 
your  confidence.  Our  main  business  is  to  examine  and  guar- 
antee titles  to  property  in  the  neighborhood  of  New  York 
City  and  we  are  very  proud  of  our  record,  our  good  work,  our 
good  name  and  the  absolute  confidence  of  our  clients.  When 
we  reconraend  that  you  buy  a  security,  it  is  because  we  know 
that  there  is  no  possible  combination  of  cirouiTistaaces  that 
oan  prevent  your  getting  your  money  back  or  receiving  your 
interest  when  it  is  due.   If  you  do  not  know  our  Company  or 
the  trustees  and  officers  who  manage  it,  you  oan,  by  inquir- 
ing of  any  bank  or  trust  company,  find  out  about  us.  You 
will  see  that  we  stand  in  the  front  rank  of  New  York  finan- 
cial institutions. 

The  accompanying  pamphlet  tells  its  own  story.   Your 
first  impression  may  be  that  the  outcome  offered  is  not 
large  and  that  we  make  no  very  glowing  and  unusual  claims. 
The  moderation  of  our  promises  indicates  the  real  value  of 
our  goods.   People  v/ho  have  bad  things  to  sell,  often  have 
no  trouble  whatever  in  selling  them.   Gold  bricks  seem  to  be 
a  most  negotiable  security.   This,  of  course,  is  because  of 
the  promises  that  are  held  out  in  connection  with  them.   To 
the  wise,  they  promise  too  much.   People  who  are  going  to 
deceive  you  in  what  they  are  selling  you,  have  no  objection 
to  making  most  extravagant  representations  as  to  the  merits 
of  their  commodity. 


[440] 


§90 


-2- 

We  have  been  in  business  for  twenty-five  years  and 
shall  be  on  Broadway  for  many  score  of  years  more,  ready  to 
molce  good  all  our  promises.  Up  to  date,  we  have  done  so. 
Any  prudent  and  well  posted  adviser  will  tell  you  that  the 
rate  of  interest  promised  in  this  pamphlet  is  the  highest 
rate  that  can  be  safely  paid  without  a  risk  that  is  too 
great  for  you  to  take.  The  6^  bonds  that  are  offered  you  in 
connection  with  New  York  real  estate  enterprises  may  pay  65^ 
Just  as  long  as  times  are  prosperous  and  business  is  good, 
but  the  return  for  safely  Invested  money  is  getting  less 
every  year,  and  while  you  may  get  your  65^  for  a  while,  in 
the  long  run  it  is  quite  possible  that  you  will  lose  your 
principal.   It  is  very  hard  for  people  to  learn  except  by 
experience.   It  is  too  bad  if  you  must  lose  one  or  two  hun- 
dred dollars  before  you  find  this  out. 

Our  advice  to  you  is  to  make  a  trial  of  our  proposition. 
It  is  a  small  matter  to  you  and  a  small  matter  to  us,  but  the 
$10  per  month  will  probably  be  wasted  if  you  do  not  send  it 
to  us.   If  you  do,  it  will  come  back  to  you  when  you  need  It 
most,  perhaps,  and  with  as  large  interest  earnings  as  the 
careful  investor,  not_s£sculator,  expects  to  get. 

The  Investment  which  we  offer  you  is  exactly  the  kind 
chosen  by  Mrs.  Hetty  Green  and  Mrs.  Russell  Sage  for  their 
millions  and  the  very  rich,  generally,  when  they  wish  to  be 
absolutely  safe.  Whan   these  careful  and  experienced  invest- 
ors choose  this  sort  of  a  security,  their  example  is  one 
that  you  will  be  wise  to  follow. 

Very  truly  yours, 


§90  [441] 


HARRY   N.   SHERMAN.  Pnesiocn 


a.   F.   GILBERT.  TnCABUMCH 


National  Securities  Company 


50  State  Street 


Boston,  a  ass. 


SET   IN   COHSrOCK   COMOCNStO   ANO   BLArit 

American  ty^c  foundcks  company 


Dear  Sir;- 

The  number  of  safe  deposit  boxes  rented  in  our  new 
building  on  *****  *  Street  slnoe  December  is  gratifying 
proof  that  those  who  visited  our  armor-plate  vault  during 
the  week  of  inspection  were  impressed  by  the  security,  the 
convenience  and  the  comfort  afforded  patrons  in  this  depart- 
ment. 

Many  of  these  new  customers  were  people  without  safe- 
deposit  boxes,  who  had  never  before  realized  the  tremendous 
safeguards  provided  for  valuables  in  a  modern  safe  deposit 
vault.   Others,  renters  of  boxes  in  other  parts  of  the  city, 
were  influenced  not  only  by  the  security  afforded,  but  by  the 
light,  attractive  quarters,  the  comfortable  and  convenient 
private  rooms  and  the  unusually  accessible  location  of  the 
building. 

Whether  you  have  stocks  or  bonds  to  protect,  you  have 
at  home  or  in  your  office  papers  and  valuables  which,  if 
lost  or  damaged,  could  be  replaced  only  at  great  inconven- 
ience and  by  the  expenditure  of  time  and  money.  Their 
safety  is  a  matter  for  serious  consideration.  Wouldn't  it 
be  worth  the  cost  of  a  safe  deposit  box  to  know  that  these 
things  were  secure  beyond  any  possible  loss  or  damage  from 
theft,  fire  or  flood? 

We  offer  you  absolutely  modern  safe  deposit  vaults  at 
our  •*♦**♦  buildings.   One  of  these  offices  is  sure 
to  be  conveniently  accessible,  and  we  shall  welcome  your 
inspection  of  the  facilities  provided. 

Very  truly  yours, 


[442]  §91 


The  National  Securities  Company 


HARRY  N.SHERMAN 
President 


Financial  Experts 


B.  F.  GILBERT 
Treasurer 


CHtLTCNHAM   WIOC   AMD   CMCLTCMKAM   ITALIC 

VERSATILE   ORNAMCMTS 

AMERICAN  TYPE  FOUNOCRS  COMPANr 


50  State  Street 

Boston,  Mass. 


Dear  Sir:- 

One  hundred  years  from  to-day,  there  will  probably  not 
be  one  hundred  persons  who  are  now  alive,  still  breathing 
the  breath  of  life. 

But  if  you  take  a  valuable  paper,  to-day,  and  lock  it 
in  a  Box  in  our  Safe  Deposit  Vault,  it  may  easily  remain 
safe  and  undisturbed  for  centuries  to  come. 

It  is  built  stronger  and  with  more  time-defying  device* 
than  many  structures  that  heve  stood  for  thousands  of  years. 

It  is  built  not  only  to  defy  time  but  fire,  thieves  and 
accident.   It  is  a  rock-bound,  steel-bound  fortress. 

All  of  its  strength  and  safety  you  can  maJce  use  of  by 
the  rental  of  a  Box  for  a  trifling  sum  per  year. 

It  offers  you  the  cheapest  insurance  known. 

For  valuable  papers,  securities  and  documents,  it  in- 
sures against  fire,  theft  and  accident. 

Its  service  is  worth  a  great  deal,  but  costs  very 
little. 

A  Box  can  be  opened  only  by  yourself  or  those  to  whom 
you  give  permission,  and  it  is  accessible  at  all  times  dur- 
ing business  hours. 

Let  us  show  you  the  great  convenience  and  use  of  this 
modem  fortress  and  stronghold. 

Very  truly  yours. 


§91 


[443] 


J.     r.     DOWNS.     PRCStOCNT 


JAUCS     E.    DOWNING.    Cashieh 


I.   J.    BURR.    VlCE.P»H»IO«MT  JOHN     F.    0*LC.    Ab«T.   CftSHItR 

First  National  Bank 

Augusta.  Missouri 


SET  IN  BRANDON  AND  BRANDON  GOTHIC 
AMERICAN  TYPE  FOUNDERS  COMPANY 


Dear  Sir:- 

In  the  ordinary  course  of  events,  nearly  everything 
that  man  possesses  is  eventually  lost  through  accident,  de- 
struction or  neglect. 

It  is  only  possible  to  preserve  valued  things  by  the 
greatest  care  and  precaution. 

In  modem  life,  however,  a  way  has  been  evolved  by 
which  valuable  things  may  be  preserved  indefinitely  without 
fear  of  loss. 

That  way  is  by  the  use  of  the  modem  Safe  Deposit  Vault. 

Built  of  solid  masonry,  concrete  and  steel,  equipped 
with  timelocks  and  the  most  ingenious  devices  to  guard  Its 
contents,  it  defies  fire  and  thieves  and  accident  for  gener- 
ations and  even  centuries. 

No  one  who  possesses  securities,  valuables  or  valuable 
papers  worth  preserving  is  just  to  himself  who  falls  to  take 
advantage  of  this  modern  means  of  safety  and  security. 

We  say  this  as  a  preliminary  to  the  statement  that  this 
Bank  offers  you  the  security  of  one  of  the  best  modem  Safe 
Deposit  Vaults,  equipped  with  every  device  to  make  it  secure. 

You  can  rent  a  Box,  large  or  small,  for  a  trifling  sum, 
compared  with  the  service  it  renders  you,  and  although  the 
construction  of  the  vault  cost  a  moderate  fortune,  you  can 
have  practically  the  same  use  of  it  as  if  you  owned  it  all. 
With  your  owii  private  key  to  your  Box,  inaccessible  to  any 
one  else,  the  door  is  open  to  you  at  any  time  during  business 
hours . 

We  will  be  very  happy  at  any  time  to  show  you  our  Vault 
amd  its  accommodations,  and  to  explain  to  you  how  useful  you 
will  find  it. 

Yours  very  truly, 


[444]  §91 


Pemberton  National  Bank 

ATLANTA,  GEORGIA 


SET   IN    80L0   PCN   ^R<NT        VCRSATILC  OUNAHCNTS 
ANEMICAN   TVf>e   FOUHOCtIS   COMPANT 


Dear  Sir:- 

Our  Safe  Deposit  Vault  is  as  strong,  or  stronger, 
against  thieves  and  fire  and  accident  as  is  a  battleship 
against  the  projectiles  of  an  enemy. 

Its  walls  of  steel  and  the  strongest  masonry,  offer 
absolute  security  and  safety  for  your  securities,  valuables 
euid  valuable  papers;  and  in  one  of  the  boxes  therein,  they 
may  remain  without  risk  of  loss  for  a  century,  if  need  be. 

Outside  of  such  a  receptacle,  there  is  not  a  minute  of 
atfiy  day  when  the  things  you  prize  most  are  not  liable  to  loss 
or  destruction. 

YOU  OUGHT  NOT  TO  TAKE  SUCH  A  RISK,  AND  YOU  ARE  UNJUST 
TO  YOURSELF  AND  Td  YOUR  FAMILY,  AND  OTHERS,  IN  DOING  SO. 

This  is  especially  the  case  when  we  offer  to  you  the 
security,  safety  and  accommodation  of  a  Vault  such  as  de- 
scribed above,  in  which,  by  the  rental  of  a  Box  for  a  tri- 
fling sum,  you  can  have  practically  the  same  service  as  if 
you  owned  the  whole  of  it. 

We  will  be  proud  to  show  you  our  Vault  any  day  during 
business  hours,  and  are  sure  you  will  agree  with  us  as  to 
the  service  it  can  render  you. 

Very  truly  yours. 


§91  [445] 


NEW   YORK  PHILADELPHIA  SAN    FRANCISCO  CHICAGO 


91.  m!>Ca%&  6.. 


49   WALL   STREET 


Jt«v2/   tJaxK/ 


err  IN  TYPO  SHADED  AND  BLAIR 
AMERICAN  T>PE  FOUNDERS  COMPANY 


Dear  Sir:- 

Every  one  concerned  with  the  investment  of  institutional 
or  private  funds  in  "solid"  securities,  -  where  the  principal 
is  amply  safeguarded  -  the  yield  reasonable  -  and  the  market 
broad  and  dependable,  must  be  interested  in  "Savings  Bank 
Investments." 

The  nature  of  Savings  Institutions  and  the  character  of 
their  business  requires  the  exercise  of  the  greatest  caution 
in  the  making  of  investments. 

Quite  naturally,  therefore,  our  compilation  of  the 
statutes  of  the  various  states  governing  investments  of  Sav- 
ings Banks  in  Bonds,  have  come  to  be  regarded  by  many  finaji- 
cial  institutions,  trustees  and  private  investors  as  a 
valuable  guide  in  the  selection  of  investment  securities. 

Second_edition  of  the  booklet  just  published.   Would 
you  like  a  complimentary  copy? 

Use_enclosed_card. 

Yours   truly. 


[446]  §92 


NE'W  YORK  CHICAGO 

]y.  yv.  Halsey  &  Co. 

Bankkrs 


^O   -WALL   STREET 

NEW  YORK 

BCT  IN  TITLE  SHAOtO  LITMO 
AMIRICAN  TYPE  FOUNDERS  COMPANY 


Dear  Sir: 

Would  you  like  to  have  U3  put  your  naune  on  our  mailing 
list  (without  cost  to  you)  and  occasionally  send  you  de- 
scriptive price  lists  and  printed  information  on  high-grade 
Municipal,  Railroad  and  other  seasoned  market  bonds? 

Banks  and  investing  institutions  of  every  description 
depend  upon  them  for  accurate  information.   Thej;_are  even 

?2r®_Y^iH§:ti§._l°_1i^?.JjL'yjCy:H?i.i-"^^      ^^0  generally  lacks 
the  experience  and  channels  of  information  enjoyed  by  the 
financial  officer. 

If  you  have  $1,000  or  more,  to  invest,  or  expect  to 
have  within  a  few  months,  these  descriptive  lists  with  quo- 
tations and  practical  comments  direct  from  the  financial 
center  will  be  found  useful. 

This  service  is  offered  you  a.b3olutel^_grati8  as  a 
means  of  familiarizing  you  with  the  exceptional  investment 
facilities  enjoyed  by  our  clients.   Consult  your  own  Bankers 
as  to  our  standing,  and  |,6nd_u3_enclo8ed  card. 

Yours  very  truly, 


§92  [447] 


Philadelphia 
New  YorK 


N.  W.  Halsey  &  Company 

BANKERS 


San  Francisco 
Chicatfo 


SET   IN   rOST   MONOTONE   NO.   X 

VCRSATILC  ORNAMENTS 

AMERICAN   TYPE   FOUNDERS   COMPANY 


49  Wall  Street 

New  York 


Dear  Sir:- 

Traversing  a  rich  agricultural  territory  -  a  pioneer 
line  of  the  Central  West  -  the  **••♦♦  Railroad  stands 
to-day  as  a  conspicuous  example  of  American  Steam  Road 
development. 

Successful  from  its  start  in  1861  -  it  has  never  failed 
to  meet  its  fixed  charges  -  and  for  forty-one  years  has  paid 
substantial  and  regular  dividends  to  its  stockholders. 

To-day  -  its  bonds  are  favorably  regarded  -  are  widely 
held  -  and  at  prevailing  prices  are  undoubtedly  among  the 
best  values  in  the  present  market. 

We  have  conducted  a  thorough  inquiry  into  the  opera- 
tions of  the  Company  with  particular  reference  to  the  status 
of  the  two  principal  bond  issues.   This  "pamphlet"  has  in- 
spired many  favorable  comments  from  railroad  officials  and 
financial  officers. 

Sign  and  return  enclosed  card,  if  you  would  like  a  com- 
plimentary copy,  including  map  of  the  system. 

Yours  truly. 


[448] 


§92 


BOSTON 


NEW  YORK 


CHICAGO 


DENVER 


SAN  FRANCISCO 


E.  H.  ROLLINS  &  SONS 

Investment  Bonds 


No.  200  DEVONSHIRE  STREET 

Boston,  Mass. 


SET   IN   MEMBERS   OF  THE   CHELTENHAM   FAMILY 

LINEAR    BORDER 

AMERICAN   TYPE   FOUNDCRS   COMPANY 


Dear  Sir:- 

On  or  e-bout  May  3,  1912,  we  shall  offer  our  clients  the 

opportunity  of  subscribing  to  an  issue  of  First  Mortgage 

forty-year  six  per  cent  gold  bonds,  at  a  price  to  yield 
nearly  six  per  cent. 

At  date  of  writing  we  are  not  at  liberty  to  give  you 
further  particulars,  other  than  to  say  that  these  bonds  are 
secured  by  First  Mortgage  on  the  property,  rights  and  fran- 
chises of  a  prosperous  Public  Service  Company,  serving  a 
rich  region  in  Central  California,  and  that  the  protection 
offered  to  the  bond  holders  by  the  provisions  of  the  mort- 
gage and  the  value  and  earnings  of  the  property  are  in  full 
accord  with  our  high  standai-d  of  requirement. 

Our  San  Francisco  office  is  bringing  out  this  Issue  of 
bonds  and  the  California  market  will  absorb  most  of  them. 
We  have,  however,  in  the  interests  of  our  eastern  clients, 
persuaded  our  San  Francisco  office  to  allot  us  a  share  in 
the  offering. 

In  accordance  with  our  practice,  our  customers  will 
receive  the  particulars  two  days  in  advance  of  the  public 
offering.   If  you  wish  us  to  extend  the  same  opportunity  to 
you,  we  shall  be  very  pleased  to  do  so  on  receipt  of  the  en- 
closed card.  This  card  is  stamped  and  bears  your  name  and 
ours.   All  that  is  necessary  for  you  to  do  is  to  put  it  in 
the  mail.  You  will  then  receive  advance  particulars  of  an 
unusually  attractive  offering. 

Very  truly  yours. 


§93 


[449] 


\ 

vvi : : : '. 1^ 


\ 

7/0 


Mvor  KELTON  B.  MILLER.  a«niiu  Ei-Oficio       ShtiifT  JOHN  NICHOLSON,  aurauii       GEORGE  H.  COOPER,  Treu.       WILUAM  F.  FRANCIS.  S«. 

150th  Anniversary  of  the  Founding  of  Pittsfield,  Mass. 

FOURTH  OF  JULY  CELEBRATION,  JULY  2nd,  3rd,  4th,  1911 


SET   )N    NEHeCfiS   OF   IMC   CNELTCNHAM   FAMILY        FIMECIlACKCIt   SORDCft 
rOOkC  rfllNTtNQ  CO.,   lOSTON,   MAIS. 


PittsfieU,  Mass. 


Fellow  Members  of  the  150th  Anniversary  Committee: 

The  tentative  plans  for  this  "big  celebration,  that  will 
do  SO  much  for  Pittsfield,  are  now  well  under  way.   They  in- 
clude religious  and  historical  exercises  in  the  churches  on 
Sunday  morning,  July  2,  and  an  address  by  President  Garfield 
of  Williams  College  at  the  citizens'  mass  meeting  in  the 
afternoon. 

Monday  is  to  be  Historical  Day,  with  dedication  of  his- 
torical boulder,  singing  by  school  children,  Grand  Historical 
Pageant  in  the  afternoon  and  a  historical  oration  by  Ex- 
Governor  Long  in  the  evening. 

On  Tuesday  comes  the  4th  of  July  Celebration,  with  the 
three  aeroplane  flights  conducted  by  a  Curtiss  aviator,  the 
big  Civic  and  Commercial  parade,  larger  by  far  than  anything 
ever  attempted  in  this  city  before.   1,000  school  boys  in 
khaki  suits  and  caps  will  march  in  this  parade.   Lots  of 
music,  twilight  drill  by  Militia  at  sunset  on  the  common, 
big  display  of  fireworks  in  the  evening. 

All  this  will  cost  §10,000.   The  city  has  appropriated 
f4,000  -  that  leaves  $6,000  for  your  Finance  Committee  to 
get.   Before  we  go  to  the  public  asking  for  funds,  it  has 
seemed  wise  that  we  should  first  ask  every  member  of  the 
several  committees,  who  will,  to  subscribe  $10.   If  every 
member  does  this,  it  will  assure  at  once  the  success  of  the 
undertaking  and  give  the  Finance  Committee  something  tangi- 
ble and  convincing  to  go  to  the  general  public  with,  for  it 
will  show  that  the  committees  have  faith  in  this  great  enter- 
prise for  the  good  of  the  city. 

Please,  therefore,  fill  out  one  of  the  enclosed  blanks 
and  send  it  to  the  chairman  before  Thursday  evening,  May  18, 
as  it  is  absolutely  necessary  that  he  should  know  how  much 
can  be  expected  from  our  committee  men. 

Yours  very  truly, 

P.S.   If  $10  is  too  much,  please  fill  in  what  you  think 
right,  and  return  before  Thursday. 


[450]  §94 


4th  of  July  Celebration  ^  and  150th  Anniversary 


On  July  2nd,  3rd  and  4tli,  1911  >/^  The  Founding  of  Pittsfield,  Mass. 

i 


MAYOR  KELTON  B.  MIUEfi.  CKainiii  EiOfida         WILUAM  F.  FRANCIS,  Secrdary 


SHERIFF  JOHN  NICHOLSON.  Ooirmu 


GEORGE  H.  COOPER.  Tr^uinr 


Dated 


tCT  tH  CHCLTCNHAH  tOLO  EXTRA  CONDCNSCO 
riNeCftACHCN  BOROEK  CHAP-eOOK  QUIDONS 
AHCmCAN   rtPt   FOUNDCflS   COMPANV 


[ 


1 


Dear  Sir:- 

About  a  week  ago,  we  wrote  all  the  members  of  the  150th 
Anniversary  Committee,  asking  them  to  send  as  soon  as  pos- 
sible their  check  or  pledge  to  the  Finance  Committee,  that 
we  might  know  how  much  to  ask  the  public  for,  when  the  gen- 
eral canvass  is  made  beginning  June  1. 

120  members  have  either  sent  their  checks  or  pledges  up 
to  date.   We  know  that  you  have  many  things  to  do;  we  would 
ask  if  possible  that  you  take  time  to  fill  out  the  enclosed 
blank  and  mail  within  the  next  few  days. 

This  is  a  big  undertaking  -  it  will  be  a  big  celebra- 
tion and  a  big  thing  for  the  city  of  Pittsfield. 

Thanking  you  in  advance,  I  am,  for  the  Finance 
Committee , 

Yours  very  truly, 


§94 


[451] 


AN  ELABORATE  FOURTH  OF  JULY  CELEBRATION,  JULY  2i.d,  Srd  and  4th,  1911 


P 


150th  Anniversary  of  the 
Founding  of  Pittsfield 


Miyor  K.  B.  MILLER,  Gbairman  Ei-O(fioio       Sheritf  JOHN  NICHOLSON,  Gbiirmui        G.  H.  GOOPER,  Trcu.       WM.  F.  FRANGIS,  Sec. 


m, ^  *rgi-r».  ■ 


ftCT  IN  SCWrCK  ROMAN       MISSION  TOTS 
KOtC   fRINTlNQ   CO..    eOSrON,    MASS. 


Pittsfield,  Mass. 

Dear  Sir:- 

It'8  the  beginning  of  the  last  week  previous  to  the 
150th  Anniversary  Celebration  of  the  Founding  of  Pittsfield. 

The  Finance  Committee  has  yet  about  f3,000  to  raise. 
The  money  has  come  in  very  freely,  and  the  subscriptions 
have  been  most  liberal.   The  beauty  of  it  all  has  been  that 
everybody  has  given  Just  what  he  pleased. 

The  Committee  is  anxious  to  have  all  the  subscriptions 
sent  in  by  Thursday  of  this  week  if  possible,  and  if  you  are 
planning  to  send  one,  will  you  send  it  this  week  that  the 
bills  in  connection  with  the  celebration  may  be  paid  prompt- 
ly when  presented? 

This  is  the  biggest  get-together  movement  Pittsfield 
has  ever  seen,  and  will  be  far-reaching  in  its  good  results. 

Yours  very  truly, 


[452] 


§94 


MAYOR  KELTON  B.  MILLER,  Chaimu  Ez-oBicio  SHERirr  JOHN  NICHOLSON,  Chairmu 


^V^=^^ 


Fourth  of  July 
Celebratioo 


ir^mrf 


On  July  Znd,  3rd 
and  4lh.  1911 


9ET  )H   CONDENSCD   roSTCO   AND   CONDENSED   WEBB 
CELEBftATiON   BORDER        MEMCANTILC   BORDER 
AMCmCAN   TVrC   rOUNDCRt   COH^AMT 


Dear  Sir:- 

The  150th  Anniversary  of  the  Founding  of  Pittsfield 
comes  July  2,  3  and  4.   Elaborate  preparations  are  being 
made  for  it.   Sunday,  the  exercises  in  the  churches,  public 
meeting  in  the  afternoon  and  evening,  and  address  by  Presi- 
dent Garfield  of  Williams  College.   Monday,  the  dedication 
of  the  Easton  Memorial,  the  big  Historical  Parade,  the  Loan 
Art  Exhibition,  the  Homega the rings,  and  address  by  Ex- 
Governor  Long.   Grand  electric  display  at  the  Park  Monday 
evening. 

Tuesday  is  the  safe  and  sane  4th  of  July,  and  the 
finest  Civic  and  Commercial  Parade  ever  held  in  Pittsfield 
will  teike  place.   The  only  Curtiss  aeroplane  flight  ever 
held  in  Western  Massachusetts  comes  on  Tuesday.   There  will 
be  beautiful  decorations,  lots  of  real  music,  magnificent 
fireworks  and  best  of  all,  we  ask  the  men  and  women,  boys 
and  girls  of  the  city  to  enter  into  it  all  with  us,  thus 
making  them  feel  that  they  are  a  part  of  this  growing  city. 

It  will  require  over  $10,000  for  the  three  days  -  the 
City  has  appropriated  $4,000,  the  Executive  Committee  has 
pledged  over  |2,000,  and  the  souvenir  and  other  sources  of 
income  will  give  nearly  $1,000  more.   We  need  to  raise  over 
$3,000  before  July  2.   It  will  be  necessary  for  several 
people  to  give  $250  each,  several  more  $100  each,  and  a 
goodly  number  $50,  $25,  $10  and  $5. 

Will  you  fill  out  the  enclosed  blank  and  forward  to  the 
Treasurer  before  next  Thursday  if  possible,  that  the  Finano* 
Conaittee  may  quickly  complete  its  cemvass  for  funds? 

Yours  very  tnily, 


[453] 


3 


otoa  implement  jWutual 
Snsiurance  iisisiociation 


Office  of  Secretary,  NEVADA,  IOWA    ▼    MUTUAL  PHONE  92 


i 


OFFICERS 

P    H,  \RNf.\.Pr)tHnl 

Markhilliown 

J.I..  I'AKRlNOTON.nt./'r.i. 

looi  Fall! 

JAMES  McCOY.rr..<,.Colo. 

D.  M.  GROVE.  Sir..  Nevada 

DIRECTORS 

J.  L.  McMAHON,  Slau  Cemar 

A.  J.  SOWERS,  Bedford 

A.  MAYER.  Bincroll 

HOMER  E.  PITCHER,  Sjjtnocr 

G.  L.  MILES,  Grinncll 


i 


9alt«ir 


1 


SCT  IN  CLOISTER  BLACK  AND  NCW  CASLON 
INLAND    BORDEM   NO.    1341         CHAR-BOOM   GUIDONS 
AMERICAN  TYPE  FOUNDERS  COMPANY 


Dear  Sir: 

Are  you  satisfied  with  the  cost  of  your  Fire  Insurance? 

Would  you  like  to  be  with  a  company  which  divides  its 
profits  among  the  policy  holders? 

This  is  done  "because  this  is  a  Mutual  Company  and  no 
dividends  have  to  be  returned  to  stock  holders  as  they  do  in 
old  line  companies.   The  Mutual  insurance  idea  in  Iowa  is 
advancing.   Time  was,  but  a  short  time  ago,  when  there  were 
but  few  Commercial  Mutuals  doing  business  in  this  state. 

Now  there  are  many The  Lximbermen,  Grocers',  Grain  Dealers', 

Hardware  Dealers',  Druggists', and  more  talked  of;  in 

addition  to  these,  we  have  other  Commercial  Mutuals,  and 
over  150  Farmers'  Mutuals.   There  is  now  |617,000,000  of 
insurance  in  force  in  the  Mutuals  of  Iowa,  as  shown  by  the 
last  report  of  the  Auditor  of  State.   And  why  not?  They  are 
under  State  Supervision  and  must  do  business  according  to 
law.   They  have  saved  thousands  of  dollars  for  their  policy 
holders  and  have  promptly  met  every  loss  and  expense. 

This  Company,  in  less  than  nine  years,  has  returned 
f38,000  to  its  patrons.   We  have  up  our  legal  reserve  and 
our  debts  are  paid.   We  want  you  with  us  and  a  line  to  this 
office  will  bring  you  any  information  which  you  desire  con- 
cerning this  Company  or  its  methods  of  business.   May  we  not 
hear  from  you? 

Yours  respectfully, 


[454] 


m 


POOLE  PRINTING  CO. 


1 


1 


Telephone 
Connection 


Writers  and  Makers 
of  Particular 


Designers  of  Fine  Catalogues 


Atrbertoing 


LARGEST  PRODUCERS  OF  TYPEWRITER   LETTERS   IN  UNITED  STATES 


srr  IN  Rccur  caslon,  necut  caslon  italic 

CLOISTER   6LACK        ART   ORNAMENT 
M)OLC   PAINTINO   CO.,  BOSTON,  MASS. 


251  Causeway  Street 

Boston,  Mass. 


Dear  Sir:- 

If  you  could  get  a  salesman  who  would  see  ten  percent 
more  people  --  make  five  or  even  one  percent  more  sales  — 

Somebody  would  lose  a  job,  because  it  would  be  money 
in  your  pocket  to  get  the  new  man. 

Our  form  letters  will  make  money  for  you  because  they 
are  real  personal  letters.   Those  we  get  out  in  copied  ef- 
fect are  actually  copied  --  they  look  just  the  same  as  let- 
ters you  oopy  in  your  own  copying  book. 

Don't  you  want  the  extra  returns  these  personal  letters 
will  bring  you? 

And  isn't  it  worth  an  order  to  prove  to  yourself  that 
you  can  get  them  through  us? 

Tor  14  years  we've  been  making  good  with  form  letters 
that  get  orders.   We  will  help  jou  get  greater  results. 

Send  us  an  order  now,  while  this  letter  is  before  you. 
It's  to  your  interest  because  a  delay  is  going  to  cost  money 
you  could  have  in  bank. 

May  we  not  hear  from  you  by  return  mail? 
Very  respectfully, 


§96 


[455] 


WRITERS  AND  PRODUCERS  OF  CATALOGUES  AND  FINE  BOOKLETS  OF  ONE  OR  MORE  COLORS,  FOLLOW-UP  SCHEMES.  ETC. 

^oole  printing  Company 


Designers  of  Particular  Advertising 

LARGEST  PRODUCERS  OF  TYPEWRITER  LETTERS  IN  THE  U.S. 

251  CAUSEWAY  STREET 

Boston,  Mass. 


set   IN    CLOISTER   SLACK   *N0   NCW   CA8L0N 
^OOLC   PMlNTINO   CO.,    ■OSTON,    MASS. 


Dear  Sir:- 

Do  you  know  we  can  help  you  to  make  more  money  --  get 
more  orders  and  cash  --  out  of  your  form  letters? 

Tremendously  vital  to  your  profits,  isn't  it?  Yet  it 
is  just  as  sure  as  taxes. 

The  strategic  end  of  a  letter  is  the  "fill-in"  —  the 
neune  and  salutation  —  the  personal  element.  Why?  Because 
at  first  glance  the  reader  either  believes  you  are  addressing 
him  or  knows  your  letter  is  not  a  letter  but  a  circular  sent 
to  everybody. 

On  this  one  point  you  win  or  lose  with  a  great  many 
people.  The  yavming  waste-basket  either  gets  a  contribution 
or  you  get  a  reply  or  an  order,  or  both. 

We  can  offer  to  help  you  make  money  out  of  your  letters 
because  we  have  perfected  a  method  which  makes  the  "fill-in" 
a  perfect  match  with  the  body  matter.   The  letters  are  Just 
as  personal  as  if  written  on  the  typewriter. 

You  get,  as  a  result,  a  greater  percentage  of  readers, 
and  that's  why  you  receive  more  replies  --  have  more  musio 
in  your  cash  drawer. 

Don't  you  think  these  advantages  are  worth  at  least  one 
trial  order?  And  considering  the  value  to  you  of  bigger 
results,  won't  it  be  money  in  your  pocket  to  send  the  order 
to  us  now  --  to-day? 

Very  respectfully. 


[456]  §96 


DESIGNERS  OP  PARTICULAR  ADVERTISING.     WRITERS  AND  PRODUCERS  OF  FINE  CATALOGUES  AND  BOOKLETS 

^=^==^=^1=^=;      ADDRESSING    BY   HAND   OR   BY   TYPEWRITER      r:r=ZZ=:^^=zrr: 

POOLE  PRINTING  COMPANY 

Typewriter  Letter  Specialists 

LARGEST     PRODUCERS     IN     THE     UNITED     STATES 
2980 

Telephones:  298 1  Richmond 

2982  251  Causeway  Street, 

BOSTON,  MASS. 


Oear  Sir:- 

You  can  make  your  form  letters  merely  "pay"  or  you  can 
■ake  them  bring  big  returns. 

And  Just  as  a  well-appearing,  cloan-cut  salesman  gets  an 
audience  because  he  creates  a  favorable  impression,  so  the 
perfect  form  letter,  because  it  is  inviting  to  the  eye,  gets 
a  reading. 

Only  a  real  letter  can  give  your  proposition  person- 
ality, and  that  is  the  most  vital  element  in  profitable 
sales  letters. 

Our  fom  let'  ^y  for  you,  because  they  are 

as  perfect  as  a  d  r. 

The  body  is  clear  and  easily  read.   The  1 
tation  are  a  perfect  match.   Every  punctuation  ii 

the  sheet.  You  oannot  tell  our  printed  fac-slmile  signature 
from  the  work  of  your  own  pen. 

Let  us  fill  your  next  order  --  give  you  the  kind  of 
work  that  makes  them  read  by  more  people  --  the  kind  that 
makes  money  for  you. 

Bollars  are  slipping  away  from  you  because  you're  not 
getting  the  kind  of  service  that  cuts  down  the  loss  now  go- 
ing Into  the  waste-baskat. 

To  get  these  dollars  is  vital  to  your  pocketbook. 
trite  us  now  and  get  us  "proving  up"  —  making  money  for  you 
In  customers  euid  profits. 

Yours  truly. 


§96  [457] 


I  OOLE    RINTING    O. 

Largest  Producer  of  Typeivriter  Letters  in  the  U.  S. 
DESIGNERS  AND  WRITERS  OF  FINE  CATALOGUES 


No.  251  CAUSEWAY  STREET 


Boston,  Mass. 


SETT   IN    HEMBCftS   OF   TNC   BOOONI   FAMILY 

ABT  ORNAMENT 

AMERICAN   TTPt   F0UNDCR5   COMPANY 


Gentlemen: - 

Many  live,  up-to-date  manufacturers  amd  retailers  are 
now  using  mechanically  made  typewritten  letters  that  cannot 
be  detected  from  actual  typewritten  letters. 

Why?  Because  they  have  that  personal  element,  which  is 
so  desirable,  and  which  printed  circulars  and  other  forms  of 
printed  matter  do  not  have. 

Merchants  have  been  spending  millions  of  dollars  on 
miscellaneous  advertising  which  can  be  classified  as  buck- 
shot advertising. 

Each  one  of  our  letters  hits  a  bull's  eye  because  it 
conveys  a  personal  message. 

That's  when  a  really  fine  mechanically  made  letter  such 
as  this  one  is  pays  well. 

If  your  letters  or  booklets  do  not  read  strong  enough 
to  suit  you,  we  will  have  our  expert  writer  polish  them  up. 
He  is  practical,  not  theoretical. 

Saimples  and  prices  for  the  asking. 

Very  truly  yours, 

P.S.   This  whole  letter,  including  filling  in  and  autograph 
signature,  was  done  by  our  exclusive  process. 


[458] 


§96 


POOLE  PRINTING  COMPANY 


DESIGNERS  AND 
PRODUCERS  OF 
FINE  CATALOGS 
OF  ONE  OR  MORE 
COLORS,  BOOK- 
LETS. FOLLOW-UP 
SCHEMES.  WILL 
SUBMIT  DUMMIES 


ORIGINATORS  AND  DESIGNERS  OF  UP-TO-DATE  IDEAS  FOR 

Particular  Advertising 


Largest  Producers  of  Typewriter  Letters  in  the  United  States 


ADDRESSING  BY 
HAND  OR  BY  TYPE- 
WRITER.  AUTO- 
MATIC MACHINES 
FOR  PRINTING. 
FOLDING.  SEALING 
CO.MPLETE  LISTS 
FOR  ADDRESSING 


SCT  IN   MEMBERS  OF  TMC  CUEARfACE  FAMILY       MONOTONE  BORDER 
AMERICAN  TYPE  FOUNDERS  COMPANY 


251  Causeway  Street 

Boston,  Mass. 


Gentlemen: 


Your  salesman  did  not  stop  to  see  Jones  &  Co.  because 
he  would  have  lost  half  a  day  on  account  of  poor  train 
service. 

How  many  firms  like  this  are  there  that  have  been 
dropped  from  your  route  lists  or  only  seen  at  long  intervals, 
and  a  thousand  and  one  you  would  like  to  reach,  were  the 
expense  not  too  great  for  a  traveling  salesman? 

Uncle  Sam  calls  on  theu  every  day.   Why  not  send  your 
nessage  by  him? 

That's  when  a  really  fine  facsimile  letter  such  as  we 
make  pays  well. 

If  your  letters  or  booklets  do  not  read  strong  enough 
to  suit  you,  we  will  have  our  expert  writer  polish  them  up. 
He  is  practical,  not  theoretical. 

Give  ua  an  opening  -  we'll  prove  up  strong  -  we've 
been  getting  stronger  each  of  the  last  fourteen  years. 


Samples  and  prices  for  the  asking.   Use  enclosed  post- 


card. 


Very   truly  yours, 


§96 


[459] 


LARGEST  PRODUCERS  OF  TYPEWRITER  LETTERS  IN  THE  UNITED  STATES  ADDRESSING  BY  HAND  OR  TYPEWRITER 

POOLE  PRINTING  COMPANY 

Writers  and  Producers  of 

Fine  Catalogues  and  Booklets 

DESIGNERS  OF  PARTICULAR  ADVERTISING 

'"  »^  ™^  2 SI  Causeway  Street 


POOLE  PRINTING  COMPANY 
BOSTON,  MASS. 


BOSTON,  MASS.,  U.  S.  A. 


Gentlemen :- 

When  a  man  offers  to  prove  his  ahility,  help  you  make 
money,       t  don't  care  to  watch  him  do  it  --  you  probably 

have  sc       c.  of  a  reason. 

Bu*-  -^"^  "1  your  raason  for  not  letting  us  prove  to 

your  Bf.         1  that  our  new  printed  Paosimile  Typewritten 
Letters  \vou±a  increase  your  business  by  mall? 

You  want  ^qod  letters.  You  know  they  are  the  only  kind 
that  will  win.  "Vou  cannot  doubt  the  evidence  of  the  sample 
we  sent  you  --  and  you  or  any  other  business  man  would  gladly 
pay  the  trifling  advance  we  ask  for  such  increased  quality. 

Yet  our  file  holds  no  reply  to  our  last  letter  and  offer 
to  prove  our  point. 

Can  it  be  that  you  have  Just  let  this  opportunity  slip 
by?  Can  it  be  that  you  are  lotting  the  full  significance  of 
what  this  offer  means  to  your  business  get  away  from  you? 

You  have  men  whom  you  are  circularizing  continually 
without  response.  You  write  a  good  letter  --  yet  you  get 
no  reply.   Chances  are  your  man  never  reads  into  it  to  learn 
what  you  say  because  it  breathes  "Imitation  typewritten 
letter. " 

Give  us  that  letter  —  let  us  print  it  for  you  --  then, 
if  you  like,  let  us  fill  in,  address,  stamp  and  mail  one  to 
each  of  a  list  of  hard  ones.   And,  if  the  results  do  not 
jump,  don't  buy  any  more.  Uake  the  list  as  large  or  small 
as  you  like  --  let  us  do  the  mailing  or  do  it  yourself.   But 
give  us  this  chance  to  showj^u  --  what  real  results  you  can 
get.   Will  you  do  it?  Send  your  order  to-day,  please. 

Very  truly  yours, 


[460]  §96 


POOLE  PRINTING  COMPANY 


Writers  and  Makers  of  Catalogs 
Designers  of  Advertising  Matter 
Printers    to    Particular    People 


TYPEWRITER  LETTERS 


LARGEST  PRODUCERS  IN  THE  UNITED  STATES 


2980 

Telephones  2981  Richmond 

2982 


Latest  Automatic  Machinery  f 
Printing.  Folding,  Insertir 
Sealing,  Addressing.   Stampii 


Dear  Sir:- 

Two  heads  working  togather  oft«n  r>r-.,iuce  great  results. 

The  knowledge  you  have  gained  iroa  experience  in  your 
business  has  an  established  value;  the  knowledge  gained  from 
ny  eighteen  years'  experience  in  planning,  writing  and  exe- 
cuting form  letters  Tculd  ba  vaTucblo  to  you. 


Til  «         iy  .1  U       i;  U  lU  ly 


xuijiu.    Vfuuiu     i- c;     ij  u  t  t-      ou    _^Ji  cj.i.iu  t;     ^ 


IC^CtUUl         lU* 


suits  in  your  mail  campaigns. 

Read  the  enclosed  booklet,  make  an  appointment,  and 
then  let  us  talk  it  over. 

Yours  very  truly, 


(461  ( 


l^mk  printing  (Ho. 

'(Tljc  2."ariKst  |)ro^uccr3  of  y!^ypcuirttcr  iLcttt rs  in  tljc  llnttc^  States 


=xx: 


telephones 
Richmond  2980-2961-2982 


No.  251   CAUSEWAY  STREET 


l^cston,  jEass. 


Dear  Sir:- 

An  enterprising  corner  grocer  once  filled  a  quart  jar 
with  beana,  placed  it  in  his  window,  and  offered  five  dollars 
to  the  person  who  guessed  nearest  to  the  number  of  beans  it 
contained. 

Many  widely  differing  guesses  were  registered.  But  one 
man  bought  some  beans,  carried  them  home,  filled  a  quart  jar 
and  then  proceeded  to  count  them.   He  got  the  five. 

That  is  what  we  do  in  laying  out  a  mail  campaign--we 
first  count  the  beans.   In  other  worls,  make  a  careful 
study  of  each  individual  proposition  and  get  the  facts. 

Our  seventeen  years  of  experience  have  resulted  in 
ability  to  recognize  the  important  features  of  any  selling 
proposition,  and  have  developed  some  facility  in  expressing 
them  in  an  attractive  and  convincing  manner  in  form  letters 
and  follow-up  matter. 

If  you  are  using  letters  that  have  not  produced  just 
the  results  you  are  looking  for,  or  wish  to  start  a  campaign 
by  mail,  let  us  make  an  analysis  and  outline  a  plan  for  you. 

Our  personal  typewritten  letters  never  fail  to  get  a 
reading,  and  we  can  give  you  copy  that  will  get  attention 
and  win  replies. 

A  personal  conference  places  you  under  no  obligation, 
and  may  result  greatly  to  your  advantage.  Mail  us  the  en- 
closed card  for  eui  appointment. 

Yours  very  truly. 


[462] 


§96 


m 


Telephones 

Richmond 

2980-2981-2982 


POOLE  PRINTING  CO. 


HIGH  GRADE  BOOK  AND  CATALOGUE  PRINTING 

Largest  Producers  of  Typewriter 
Letters  in  the  United  States 


DESIGNERS      OF      PARTICULAR 

2)  Advertising 


m^'^^^^^^mm^^m.^^^m^^^'^Ms^^m.^^^m/^s^^^^^^^m. 


251  Causeway  Street, 

Boston,  Mass. 

(Jentlemen:- 

You  have  been  asking  yourselves  how  you  could  interest 
additional  prospective  customers  in  your  goods. 

And  you  have  doubtless  eliminated  from  consideration 
many  of  the  customary  methods — perhaps  magazine  and  news- 
paper publicity  among  them--because  of  the  great  expense 
involved. 

But  have  you  oonsidered--seriou3ly  con3idered--the  ex- 
clusive advantages  of  "direct"  advertising?  Advertising 
through  skilfully  constructed  form  letters  that  cannot  be 
distinguished  from  your  regular  typewritten  correspondence-- 
with  or  without  folders,  booklets,  or  other  printed  matter. 

If  you  haven't,  we  very  likely  can  help  you  open  up  a 
rich  field,  which,  properly  worked,  will  yield  greater  re- 
turns for  a  smaller  expenditure  than  any  other  form  of  busi- 
ness promotion. 

A  personal  conference  places  you  under  no  obligation 
whatsoever.   NOW--while  the  matter  is  fresh  in  your  mind — 
just  pick  up  your  pen,  fill  in,  sign,  and  mail  us  the  en- 
closed Appointment  Card. 

Veiy  truly  yours, 


§96  [463] 


Designers  of  Particular 
Advertising 

D 

Writers  and    Producers 

OF  Fine  Catalogues 

AND  Booklets 

a 

Largest  Producers  of 

Typewriter   Letters 

IN  United  States 

Addressing   by  Hand  or 

Typewriter 


POOLE  PRINTING  CO. 

NUMBER    251    CAUSEWAY    STREET 
BOSTON    •.•      MASSACHUSETTS 


TELEPHONES 


2  9  8  0 
2  9  8  1 
2  9  8  2 


RICHMOND 


Gentlemen :- 

Give  your  letters  a  "square  deal."  Give  them  the  oppor- 
tunity to  produce  the  utmost  for  your  busine83--through  our 
aervice. 

Grant  us  a  short  interview.  Let  us  place  at  your  serv- 
ice the  dependable  results  of  our  eighteen  years'  experience 
in  writing  and  issuing  PRODUCTIVE  "direct"  advertising  (form 
letters,  boolclets,  catalogs  and  so  on). 

Make  us  prove  to  you--as  we  can,  by  a  careful  study  of 
your  letters — how  a  few  alterations,  substitutions,  and  re- 
arrangements, PLUS  a  duplicating  process  impossible  to  dis- 
tinguish from  actual  typewriting,  are  frequently  all  that 
is  necessary  to  secure  results  altogether  out  of  proportion 
to  the  small  expense  involved. 

Carefully  read  once  more  the  attached  Provisional  Order. 
Then  resolve  you  will  take  advantage  Immediately  of  Its  moat 
liberal  offer — which  has  proven  so  successful  in  gaining  new 
clients  for  us  that  it  will  be  withdrawn  June  1. 

All  that  is  required  is  to  sign  the  attached  card.  Why 
not  sign  it- -TO-DAY? 

Very  truly  yours, 


[464] 


§96 


Writers  and  Producers 

of  Fine  Catalogues  and 

Booklets 

Designers  of  Particular 
Advertising 

XrfQCjrQCin! 


POOLE 

PRINTING  COMPANY 

251    CAUSEWAY  STREET,   BOSTON,   MASS. 


jeeeeoi 


2980 
TELEPHONES   2981  RICHMOND 
2982 


Largest  Producers  of 

Typewriter  Letters  in 

the  United  States 

Addressing    by  Hand 
or  by  Typewriter 

«  mm  ^»  »■  i*^  w^  f 


Gentlemen: - 

Just  another  word  about  that  ever-present  problem — 
getting  new  business.  You  say  you  use  form  letters.  But  do 
they  prolace  the  maximum  results — that's  the  question. 

Securing  direct  returns  from  form  letters  is  not  so 
difficult  a  matter  as  it  seems.   In  fact,  but  two  things  are 
required: 

You  must  carefully  select  the  a      3  which 
appeal  to  buyers  of  your  goods,  arrai  „     ,n  in 
proper  sequence,  and  present  them  in  a  convincing 
way. 

And  you  must  make  3ure--ab3olutely  sure — that 

the  r ,  the  "    ■  "   ' 

in,"  Is,  ai 

that  no  one  will  suspect  your  form  letters  are  not 

personally  dictated  and  written  on  a  typewriter. 

Our  eighteen  years'  experience  in  building  business- 
bri      "  ■  ■    .  "  "  '    ,  '   "  "  '  ,    '   ■■      .    . 
mat  .         _      'St 

assurance  that  we  can  do  as  muoh--perhap8  even  more — for  you. 

We  won't  even  ask  you  to  accept  our  mere  statement, 
we  will  g  The  attached  Provisional  Order  offers 

a  r.  ■  ■   '  ■   ■    "  ro  we 

MU-       _  _    .        .       it  in, 

sign,  and  mail  to  us  at  once,  so  that  we  can  start  producing 
for  you  without  delay. 

Very  truly  yours, 


S96 


1465] 


WRITERS  AND 
PRODUCERS  OF 
FINE  CATALOGUES 
AND  BOOKLETS 

DESIGNERS  OF 

PARTICULAR 

ADVERTISING 


2980 
TELEPHONES   2981   RICHMOND 
2982 


POOLE  PRINTING  COMPANY 
Typewriter  •  Letter  .  Specialists 

251  CAUSEWAY  STREET 
BOSTON,  MASS. 


LARGEST  PRODUCERS 

OF  TYPEWRITER 

LETTERS  IN  THE 

UNITED  STATES 

ADDRESSING 

BY  TYPEWRITER 

OR  BY  HAND 


Qsntlemen:- 

The  old  adage  "Be  sure  you're  right  -  then  go  ahead" 
Is  ju3t  as  good  advice  to-day  as  it  was  fifty  years  ago  - 
with  this  exception  -  you  can't  afford  to  spend  too  much 
time  in  maJcing  sure,  as,  while  you're  communing,  the  other 
fellow  is  liable  to  go  ahead,  and  making  up  a  "lost  lap"  is 
a  mighty  hard  proposition  and  it's  unnecessary  too! 

Of  course,  you  intend  to  go  "ahead"  -  all  you  need  is 
the  assurance  and  all  we  need  is  the  opportunity  to  furnish 
it  to  you. 

Let's  get  together  and  talk  it  over. 
Yours  respectfully, 


[466] 


§96 


DESIGNERS  OF  PARTICULAR  ADVERTISING  •  WRITERS  AND  PRODUCERS  OF  FINE  CATAUX3UES  AND  BOOKLETS 


otitt  printing  Company 

Mo.  25 1  Caufictuap  Street,  ^ositon,  i$lag£(.  ^  ?bon«.  »itt,monb  aeso.  aesi.  2982 


LARGEST  PRODUCERS  OF  TYPEWRITER  LETTERS  IN  UNITED  STATES  •  ADDRESSING  BY  HAND  OK  TYPEWRITER 


Sattt) 


\  I 


SCT   IN   ENORAVCnS   OLD   CNQLISH   BOLD   AND   NEW   CASLON 
CHAP-BOOK  QUIOON9        INLAND   80R0CR   NO.    1241 
AMERICAN  TYPE  FOUNDERS  COMPANY 


Gentlemen: - 

Just  because  Lawson  has  changed  "Frenzied  Pinajice"  into 
"Pair  Finance,"  it  doesn't  follow  that  you  can  put  a  round 
peg  into  a  square  hole  or  that  gasoline  by  any  other  name 
would  be  less  odious. 

But  you  can  get  more  business  - 

If  you  go  after  it  right  and  go  right  after  it. 

We  have  the  ideas  -  attractive,  forceful,  sales-com- 
pelling -  in  hangers,  show-cards,  folders  and  booklets. 

But  what's  the  use  of  specifying  -  rather 

Let's  get  together  and  talk  It  over. 
Yours  respectfully. 


§96  [4671 


POOLE   PRINTING   COMPANY 

•■-    251  CAUSEWAY  ST.       phones  2980-2981 -2982  Richmond       BOSTON,  MASS.  JL 

DBs.Gms  -  TYPEWRITER  LETTERS  -  ™ducers 


&«ntlemen: - 

This  is  latter  number  three. 

We  did  not  number  our  previous  letters  because  we  did 
not  believe  there  would  be  occasion  for  writing  subsequent 
letters. 

It  wasn't  necessary  in  a  number  of  cases. 

Evidently  they  were  ready  to  do  business  in  our  line  - 
anyway,  they  sent  for  us  to  talk  it  over  -  and  we  secured 
their  order. 

Perhaps  you  have  our  letters  on  file  and  intend  to  see 
us  at  an  early  date. 

We  hope  so  and  —  Honestly!  results  have  proved  that 
our  style  was  convincing  -  but  not  half  so  convincing  as  one 
of  those  conferences  where  we  are  obliged  to  show  "The  man 
from  Missouri. " 

If  it's  catalog  or  booklet  printing,  if  it's  show-cards, 
calendars,  out-outs  or  any  other  form  of  printing  that  you 
require  --  and 

You  want  it  par  excellence 

Let's  get  together  and  talk  it  over. 

Yours  respectfully, 


[468]  §96 


POOLE  PRINTING  COMPANY 


251    CAUSEWAY   STREET 

BOSTON.     MASS. 

Urgest  Producers  In  the  United  States  of  TELEPHONE     CONNECTION 


Typewriter  Letters 


Gentlemen :- 

We  all  recognize  the  strength  of  the  truism,  "A  chain 
is  no  stronger  than  its  weakest  link"  -- 

--  ar.d  It's  eaually  true  that  business  upbuilding  is 
only  as  succassful  as  the  methods  employed. 

Advertising  is  as  important  a  link  as  any  in  the  busi- 
ness chain. 

And  this  thought  to  close  with  — 

It  is  not  how  much  you  appropriate  —  but  how  best  to 
use  the  amou.it  aooroDriated. 

We  know  how  to  produce  catalogs,  hangers,  booklets, 
■iinw  rnrili  and  posters,  in  fact  anything  in  the  line  of 
printing  that  will  be  business  prolucara  rather  than  moaev 
oonsumers. 

If  you  are  open  to  further  proof  -- 

Let's  get  together  end  talk  It  over. 
Yours  respeotfully , 


§96  [469] 


POOLE  PRINTING  CO. 

251     CAUSEWAY     STREET,     BOSTON,     MASS. 

LARGEST   PRODUCERS   IN   THE   UNITED   STATES   OF 

TYPEJVRITER    LETTERS 

TELEPHONES   2980-2981-2982   Richmond 


Gentlemen: - 

Here's  an  SLXiom  that  we're  going  to  turn  loose  because 
It  deserves  to  be. 

It  has  the  ring  of  soundness  and  its  precept  is  one 
that  ought  to  be  burned  in  -- 

"Man  should  not  be  blinded  to 
whatsoever  merit  exists  in  the 
opportunity  which  he  hath  in  hand 
remembering  that  a  thousand  promises 
for  the  future  should  weigh 
as  naught  against  the  possession 
of  a  single  piece  of  silver." 

We  lifted  that  bodily  from  a  little  booklet  entitled, 
•The  Magic  Story,"  and  the  Success  Company,  its  publishers, 
are  entitled  to  our  appreciation  of  the  overflowing  inspira- 
tion found  within  its  pages. 

There  exists  real  merit  in  the  opportunity  to  put  out 
seile-inspiring  business  literature. 

That's  the  only  kind  we  care  to  put  into  your  posses- 
sion, whether  in  the  form  of  catalogs,  booklets,  folders  or 
show-cards. 

And  to  paraphrase  the  sixiom  given  - 

Seize  the  opportunity  now  and  you'll 
acquire  the  piece  of  silver~while  the 
other  fellows  are  framing  up  future 
promises. 

Let's  get  together  and  talk  it  oyer. 

Yours  respectfully, 


[470] 


•uffolfe  ©ngratiing  anb 
^Ifctrotpping  Company 


Dcxzrxzx: 


Office  and  Plant,  30  E.  21sl  Street 

NEW  YORK  CITY 


394  ATLANTIC  AVENUE 


BOSTON,  MASS. 


SET   IN   CASLON   TEXT  AND   NEW  CASLON 

ANT  ounahcnts  nonotonc  border 

AMERICAN  TYPE  FOUNDERS  COMPANY 


NLAND   BORDER 


Dear  Sirs: 

If  Bill  Jor.ea  tell3  you  the  moon  is  made  of  green 
cheese  you  know  that  Bill  Jones  is  a  liar,  but  is  it  reason- 
able, because  you  know  that  Bill  Jones  and  Mike  Smith  and  a 
few  others  of  like  ilk  are  liars,  to  assume  that  everything 
that  is  told  you  is  a  lie  and  that  all  engravers  are  liars? 
We  realize  fully  that  you,  and  every  other  user  of  engravings 
receive  numerous  letters  from  engravers,  large  and  small. 
Bast  and  West,  making  all  sorts  of  unsupported  claims  as  to 
quality,  ability,  service,  etc.   We  realize  that  an  engraver 
with  an  outfit  of  the  vintage  of  '76  and  ideas  quite  as  ob- 
solete can  talk  Just  as  loud  and  make  Just  as  strong  claims 
as  the  thoroughly  up-to-date  and  well-equipped,  competent 
engraver.   That  is  why  it  is  hard  to  talk  engraving  and 
arouse  interest  by  mail  and  that  is  why  we  have  taken  the 
liberty  of  starting  this  letter  in  such  a  familiar  tone,  and 
such  plain  language,  for  which,  now  that  our  purpose  has 
been  accomplished  and  your  interest  aroused,  we  most  humbly 
apologize. 

We  are  making  certain  claims  in  this  letter,  we  are 
stating  them  as  facts  and  we  are  not  elaborating  on  them  or 
offering  any  arguments  in  support  of  them.   The  •••••• 

company  is  one  of  the  oldest  concerns  in  the  United  States, 
It  has  a  national  reputation  for  the  quality  of  its  work 


§97 


[471] 


-2- 

and  general  business  standing.  We  cannot  afford  to  make 
any  statements  that  are  not  founded  upon  facts. 

Finally  we  want  to  say  to  you  that  we  are  thoroughly 
equipped  in  every  way,  shape  and  manner  to  handle  your  en- 
graving business.  We  know  what  our  competitors  can  give  you 
and  we  know  that  you  cannot  buy  anywhere  in  the  United  States 
the  same  kind  of  work  and  the  same  efficient  service  you  can 
obtain  from  us.  We  want  to  send  a  representative  to  see 
you.  We  want  you  to  talk  to  him,  find  out  exactly  what  we 
have,  let  him  bring  back  a  trial  order,  not  one  copy  but 
enough  to  enable  us  to  fully  show  what  we  can  give  you.   If 
we  can't  satisfy  you,  can't  fully  make  good  on  every  claim 
we  make  in  this  letter,  you  are  at  liberty  to  throw  our 
plates  on  the  ash  heap  and  tear  up  our  bill.  We  can  satisfy 
any  buyer  who  knows  what  he  wants  and  knows  when  he  gets  it. 
Again  we  wish  to  say  that  we  have  no  intention  of  being 
familiar  or  treading  on  any  conventional  rules  in  the  tone 
of  our  letter  and  to  say  that  we  are  simply  trying  to  write 
a  letter  that  will  be  sufficiently  strong  to  arouse  your 
curiosity  or  interest  and  make  you  want  to  know  more  about 
us. 

Trusting  that  we  have  accomplished  our  purpose  ajid 
theuiking  you  in  advance  for  your  early  reply,  we  are 

Yours  very  truly, 


[472]  §97 


Suffolk  ^ngra&mg  mxh 


'^eia  '^ark  CUq.  (tfUct  mtb  '^lant,  30  TE-  21sl  ^tml 


394  (Atlantic  ^Abenuc 


^ostot,  (iKass. 


SCT  IN  WCDOINO  TEXT 
SmATHHOnC   ORNAMCMT 

AMUiOAH  rvpc  rouNoent  compahv 


Dear  Sir:- 

Ten  days  isn't  a  very  long  time  measured  In  hours  and 
minutes,  but  in  possibilities  ten  days  may  change  the  des- 
tiny of  nations,  tear  down  the  upbuilding  of  ages  and  put 
awry  the  plans  of  years. 

Ten  days  ago  we  sent  you  a  portfolio  of  ssunple  proofs 
together  with  a  letter  telling  you  something  about  p"-  "-- 
ganization.   Ten  days  is  a  long  time  to  forget  in,  a  long 
time  for  rGmp.rabering,  but  we  haven't  forgotten  that  we  sent 
you  proofs.   We  won't  forget  our  promises  if  you  give  us 
your  business. 

It  may  be  ten  days,  ten  weeks  or  ten  months  before  you 
p»-a  r-  •.'.'  f  r,  v.^r  «'  ^■'.'^ing  -  you  won '  t  remember  •*•••♦ 
that  long.   Tell  us  when  you  are  going  to  be  ready  to  buy 
«uid  let  us  do  the  remembering  -  send  as  a  little  remembranoe 
the  enclosed  card  -  you  may  forget  if  you  don't  d"  ^^   nr.w. 

Yours  very  truly, 


I473J 


New  York  City 

Office  and  Plant 
SO  E.  Twenty-First  Street 


SET   m   CHAUCCR   TEXT   *N0   MEMSERS  OF  THE 
COPPERPLATE   OOTMfC   FAMILY 

VERSATILE   ORNAMENT        BOETON    BRETON   CAST   SQUARES 
AMERICAN  TYPE  FOUNDERS  COMPANY 


^ttffolft  S^ngrabing  and 


Providence.  R.  I. 

Office 
Industrial  Trust  Co   bldo. 


394  Atlantic  Avenue 

BOSTON,  MASS. 


Dear  Sir:- 

The  last  time  we  wrote  you  we  made  some  reference  to 
ten  days.   We  said  you  would  forget  if  you  didn't  mail  the 
card  ten  days  ago. 

We  rever  got  the  card.   Did  you  forget?  We  are  still 
remeracer  i  iig,  perhaps  we  remember  better  because  we  still 
have  hope  to  help  memory  along.   We  hope  you  will  mail  the 
card  -  now. 

Yours  very  truly, 


[474] 


§97 


NEW  YORK  CITY, Office  and  Plant.30  E.  21st  St.  PROVIDENCE,  R.  I.,  Office  Industrial  Trust  Co. Buildine 

anb  ^leftrotppingQompanp 

394  ATLANTIC  AVE.,  BOSTON,  MASS. 


SET  IN   CLOISTER   BLACK   AMO   LININO   OLOftTVLE  ANTIQUE   NO.    SflO 

CAXTON    INITIALS 

AMERICAN   TYPE   FOVNOEBS   COMPANr 


Dear  Sir:- 

Thirty  days  hath  Septeniter,  April,  June  and  November, 
and  thirty  days  have  we  waited. 

Others  have  sent  the  card,  others  are  letting  us  plan 
their  catalogs,  others  are  helpirn;  ug  remember  you  by  tell- 
ing us  how  well  v.a  uu  uui    vKjik.      I.U1  letters  haven't  been 
very  serious,  but  underneath  their  semi -jesting  tone  runs 
the  feeling  that  we  will,  eventually  (jet  your  business. 

You    can'  I    V  ..  I  y     .:  ■;  r .  3  J.  s  L '.r ;  1 1.  i-_y     ij^.iu  .'"u    •*   gji-'o.     min^    iO:i;Ver. 

We  are   enoloslng  another  card.      Wo   like  a  man  of  action. 

Yours  very  ti-uly. 


§97  [4751 


Publicity 
Department 

d  Telephone 
No.  1193 
Paddington 


^s#^ 


Cbe  i^eroline  Company 

SICK  ROOM  &  NURSING  NECESSITIES 


London,  W. 


SET   IN   CASLON   TEXT,    NEW   CA5L0N   AND   NEW   CASLON   ITALIC 
ART   OflNAMENT        HELLO   CUT 
AMERICAN   TYPE   FOUNDERS   COMPANY 


Dear  Uadam:- 

Your  request  for  particulars  of  •  *  *  *  *  *  Nursing 
Necessities  is  to  hand,  for  which  we  thank  you. 

Particulars  are  enclosed,  which  will  we  hope  be  of  both 
interest  and  benefit  to  you. 

That  ♦*»*•♦  Materials  are  the  best  we  are  convinced 
and  we  ask  you  to  prove  this  for  yourself. 

Quality  and  quality  alone  is  the  one  point  on  which  we 
make  the  statement. 

Remember  that  we  save  you  all  middleman's  profit  -  ajid 
this  alone  is  worth  your  consideration.   •***•*  Mate- 
rials have  already  met  with  enthusiastic  approval  and  you 
too  can  prove  their  superiority. 

Your  requirements  will  receive  our  prompt  and  personal 
attention. 

Yours  faithfully, 


[476] 


§98 


PUBLICITY  DEPARTMENT  TELEPHONE,  1  193  PADDINGTON 


a  THE  NEROLINE  COMPANY  H 

H     SPECIALISTS  IN  APRON  MATERIALS     S 

a  45  PEMBRIDGE  ROAD  [*] 


SCT  IN   OORSCY       CAST  SQUARES 
AMCniCAN   riPt.   FOUNDERS   COMPANr 


LONDON,  W^. 


Dear  Uadam:- 

At  your  request,  we  forwarded  you  a  few  days  since,  a 
booklet  describing  our  Nursing  Necessities,  which  are  giving 
such  satisfaction  to  nurses  the  world  over. 

Not  having  heard  from  you,  we  take  it  that  you  have 
found  nothing  to  suit  your  exact  requirements;  or  perhaps 
you  have  not  yet  come  to  any  decision? 

You  would  no  doubt  like  to  have  fuller  information, 
which  we  shall  be  pleased  to  supply. 

Our  materials  are  all  perfect  in  every  detail,  and  are 
examples  of  sound  workmanship  and  reliable  materials. 

Your  perfect  fit  is  guaranteed,  as  all  our  cutters  are 
experts. 

May  we  assist  you  in  any  way? 

Yours  faithfully. 


§98  [4771 


tlLI/;.'':^'^         Writer  of  Business  Bringing  Literature  P  f  Special  Designs  and  ScKemes 

'  H.  Arthur  Engleman 

Creator  of  Business 


Orldlaator  and  AatKor  of 
Modern  AdTcrlUlott 


MMM' 


[ 


LETTERS 


U.S. 


MAIL 


i] 


>!i« 


AdvertlalotJ  Gamp«lt(nt  and 
Idea*  Promoted 


No.  24  COTLBIGH  ROAD 

LONDON,  N.  W. 


CT   m   BEWICK   ROHAN        VCASATILE  ORNAMENTS 
HCRICAN  TYPE  FOUNDERS  COHfANV 


Dear  Iladam:- 

Will  you  accept  free  of  all  cost  a  beautifully  finished 
Red  Cross  Pincushion? 

?/hen  you  have  seized  the  opportunity  here  offered,  you 
will  have  effected  a  direct  saving  of  20%  on  your  nursing 

materials. 

n,:;.w!';;  j' v.  u  .t  t  ^.  v, .  ■  j  uj  j  ^ '' '  ^'■^'' "  ..i  ■  .._^v  stockfcd  With  your 
apron  cloths,  &c.,  it  will  pof       pay  you  to  start  using 
•••***"    '  g  Necessities  :,i/Yi  -  the  most  opportxme 
moment  of  t      <  . 

To  fv.-r-u  ni;'.-r,e  orderirc  nt   least  10/-  worth  of  these 
splendic^         ,  I,  >       ly,  will  give  as  a       tee 

of     good      utiiii:       ii!c      most     ha.:iUi.-..i  •.'      ^--^  H  -  I  ""  ^  V, ,-  ^fj  (J  ^      S  1  li.  -  v,  .^(^>.  d 

pincushion  obtainahle. 


Tills  offer  is  trade  simply  because  you  will  benefit  by 
♦**♦♦*      els,  and  because  I  feel  myself  re- 
,^,  ^f.  *  +  *  *  »  ♦  fiv^rtlEing. 


using 

sr"":  -;  Hi"!  p    Tor   the 


-    -     .     »    *    *   ii.i;  tt  ;-iii.xa    tire    Lei.i.t;i     tiituj    ai.j    uLiiers    and    it 

will  pay  you  to  use  them. 

I  Imow  positively  that  once  you  have  used  these  mate- 
rials your  only  regret  will  be- that  you  did  not  do  so  sooner. 


Unless  you  already  use 
k;      t  it  is  to  have  Kateri;, 
cl      liat  wash  well  and  are  i 


cloths  you  cannot 
t  ao  not  shrink  or  fade; 

.0. 


Surely  it  is  up  to  you  to  accept  this  offer  NOW,  while 
it  lasts  -  and  while  there  is  still  time  to  be  stocked  for 
the  coming  season. 

Yours  faithfully, 


[478] 


§98 


HERBERT  J.  A.  HEID, 

MANAGING  DIRECTOR 


Telegrams:  A UTOTRAVEL,  LONDON 
Telephone:  GERRARD,  804S 


®l)e  Snternational  Sutotrabel  ^ocietp 


the"morning  POST"  buildings 

346  ^tranb,  ILonbon 


StT  IN  CLOISTEfl  BLACK  AND  TYPO  OOTHIC 
AMERICAN  TYPE  FOUNOERB  COMPANY 


Dear  Uadam:- 

I  wonder  whether  that  copy  of  "Thr       rope  in  an 
Auto"  recently  sent  to  you  was  cheerful      ,..  to  ju5<f-ifv  « 
request  that  you  will  read  this  further  letter? 

At  present  you  and  I  are  llkr  tr?  well-di^T'OS'^d  stran- 
gers hesitating  how  to  brc  "er  a  ; 
introduction  Tay  a  Eutual  t.  .  r  'ap 
better  accun.i.itt-^d  or  not  will  :;:- 
tent  of  your  sympathetic  inteiLoo  ±'.  -...j    j...,:;..-,  .»./. 
enchantment. 

Ur>i.'')T'- ■  ■•  V  f.Vir>.^.'  few  th'TUf'.nrv'  'T'^'T"- 

BURGH  .'  3  it  8 

step   i  .i  ;_  .  L   .1:1,  J  K,i:,.a     OfflC 

the   twinkle  of  an  eye.     Bui 

might  possibly  prefer  to   coiisiaer   iiie   su-Jl.:-!   LXLLU^aLiaj-iy 

and  leisurely  at  home. 


And  that  "  "^  ^""■'  - 
open-hearted  " 
tion  w'  "■  '   ' 
Your  qi 
as  if  y 
that  0I 
traffic  of  the  Strand. 


J    the 


f 

I 


May  I   say  then   that  t^ 


or   to   c&ble 


tot&j.  oost  of  yout 


AiBio&jIy   yours. 


§99 


[479] 


Telegrams;  Aiitotravel,  London 
Teleplionc:  Gerranl,  8045 


Write  for  Guide  Book.  Maps  and 
Full  Information 


SIj^  3lnt^rnatt0nal  Autctrati^l  Bntxtt^ 


HERBERT  J.  A.  REID.  Maimfring  Director 


srr  IN  eNQRAvens  old  enolish  and  scotch  hohan 

CAST   PANGL   pieces        VERSATILE   OBNAMENTS 
AMERICAN   TYPE   FOUNDERS   COMPANV 


Dear  i..a.. 


The  "Moming  Post"  Buildings 

34fi  B'trautJ,  ICnnJJnn 


of  ti. 

reservation. 


last  three  years  I  have  been  br 
you  Blight  not  think  so  -  over  t; 
traveller  who  does  not  want  to  use  a  whole 
1. Lmself.  Hence  the  idea  of  ^-^"^   individual 


is  a 

in  r 

d- 

e. 

bl 

f 


jr.  .Tr:r'.i3  to  me  -  and  I  think  you  v.!  11  r.-r--"?  -  th3.t  there 
sire  for  this  very  hi;  Tt 

•  +0  book  a  seat  in  a  1..  ......  ...  a 

to  Windsor  and  Stoke  it  is  quite 

ior  proposition  lo   .l^  .a  ui.o  of  a  nicely 

select  people  and  motor  comfortably 
:.  end  \*'ales  in  a  perfectly  appointed  seven- 
n,?*  car. 


leaflet 

i:' 

a' 

tciUJ-f  . 

soir.rj  otl 

do  yourself. 


exact] 


outlined  xn    t.iu  ci' 
you  need,  that  is 


with 

3  you 


It  is  not  necessary  that  your  scheme  should  involve  an 
e?-         ir.   There  is  also  V  ">- 

dr  „  ,     _  1  to  such  historic  1  '■:■, 

Stratford-on-Avon  and  Canterbury  Cathedral. 


The  uniform  rate  of  eipht  cents  a  mile  for  these  in- 


d: 
wi 

be  treated  in  strict  order  of  rotation. 
the  rest  to  us.   We  have  acquired  your  o. 
good." 


^e 


Very  faithfully, 


[480] 


S99 


H.  B.  BOOT,  HaugM  Dlneui 


(SompIftF  Sf rtiicF  for  JTorm  %mx  KdMgns  from  QUriting  to  Sttitnpind  and  Posting 


Telephone,  Central  14767  (3  line*) 
TeleiJriDii,  "  Bootodor,  Loodoa'^ 


3CT   IN   CHAUCER   T£XT   AND   8CWICK   ROMAN 
POOLE   PRINTINO   CO.,    BOSTON,    MAS6. 


6  Tador  St.,  LodtJate  Gircas 

London,  E.G. 


Dear  Sir:- 

On  looking  through  my  files  this  morning,  I  see  that  we 
have  not  had  any  of  your  business  for  quite  a  time  and  I  am 
wondering  why  it  is. 

Perhaps  you  have  nothing  iul    us  just  at  u.ij  lui^u^.u  uui. 
I  should  like  to  keep  in  close  touch  with  you,  and  If  at  any 
time  there  ia  a  point  on  which  I  can  give  you  information  In 
connection  with  our  work,  please  do  not  hesitate  to  make  the 
enqui  ry . 

I  am  always  glad  to  hear  from  you. 

Lithographic  Letter  Headings  are  a  big  specialty  with 
us,  and  in  order  to  produce  the  best  possi  v/e 

h'vo  rsoently  laid  dovm  improved  machinery,  which  e.      as 
to  turn  out  the  highest  class  work  at  very 

T         3  of  attractive  advertising  1 
also  a  ture  of  our  business,  ajid  ; 

bine  ei,uiii...v  vi,j.i,h  high  grade  results. 

Do  let  me  hear  from  you,  when  next,  j^^   ■■>>... 
really  v:.ll  rlnp.ft. 

Very  truly  yours, 

P.S.   I  think  the  enclosed  Er 

useful  to  you.  It  will  rc-iiiio.  yju  wi:_:c  to  p_       r 

next  printing  order,  as  well  as  ahov/lnc  

our  exclusive  ?.  S.  writing  papers. 


§100 


14811 


mz 


gfcoQo.  ,,»0^° 


2mi 


nr^°°     "<*ai. 


^O^ 


^g^s-d^r 


Facsimile  Letter  Printing  Co.,  Ltd. 


NEW  PROCESS  ASSURING  DESIGNER  AND  PRODUCER  OF  THE  HIGHEST  GRADE 


EAR  BETTER  WORK 


Rush  Orders  Solicited 


LITHOGRAPHY 


6d  TUDOR  STREET.  LUDGATE  CIRCUS  '  Telephone  Central  14767.  Telegrams  "Bootudor.  London" 


imi 


SET   IN   AVIL       ART  ORNAMENTS        CENTURY   BOROCR 
AMERICAN  TYPC  FOUNOCRS  COMPANY 


London,  E.G. 


Dear  81r:- 

l3  your  letter  heading  part  of  your  selling  soheme? 

It  ought  to  be,  but  i: 

It  is  just  as  important  i 
should  be  suitably  dressed,  as  your  ' 

You  are  very  largely  .i 
written  word  should  bear  ti 
same  as  your  spoken  word. 

Our  facilities  for  pro''': 
Letterpress  Headings,  po^^^ 
are  at  the  disposal  of  t...   .... 


:^u   write 

,  and  your 

1  i  tv    i  u?;  t.  the 


every  opportunity,  a^'l  '<• 
ing  to  submit  ideas  ■ 

Bun^resa  Statlr 

adverti;   .,  , 

Judged  a  firm's  emineno: 

Hake  every  item  of 
means  to  an  ond,  -  the  A. 


\:h  i  .-1     A 


dividual ity, 

i-V;9  most  of 

■  -i/jiN  -rr  (J      '7  1  T  1  _ 

.   i--..  u   ...  any 

"-  f     u.'*.-,  ■  -n     It .-. 

c      .-_,  :uz.±  J.OO  0     —     3L 

"■eputation  and 

til 


u    (^  *-  r?.      A  r    V  n  U  V"     v  ^t  n  1    ■»      r^  » •  .-■  r,  m  i 


uij-iia     t:.xujj't>,      u'.iu    UU  U      LJ-Uiiy, 


Yours  faithfully, 


[482] 


§100 


The  Facsimile  Letter  Printing  Co.  Ltd. 

PRINTING  FOR  LETTER  FORM  ADVERTISERS 

Complete  Service  Furnished  from  the  Writing  of  Letters  to  the  Stamping  and  the  Posting 
HIGH  GRADt  LITHOGRAPHY  BY  THE.  NE.W  TRANSFER  PROCESS  WHICH  ASSURES  BETTER  WORK  AT  REDUCED  COST 


Telephone,  Central  14767  (3  lines) 
Telegrams, "  Bootudor,  London" 


SET  IN  eUlFINCH  OLDSTYLE       BULFINCH  BORDER 
AMERICAN  TYPE  fOUNOERS  COMPANY 


6d  Tudor  St.,  Ludgate  Circus 


London,  L.C. 


Dear  Sir:- 

Men  and  women  who  appreciate  the  i 
the  luxuri 
who  have  : 
the  people 

The  direct  appeal 
of  advertising,  securing  actual 
focuBsed  rr  ' '   '  '  '-    -   '•  —■ . 


Wo    1 

list   0^ 

a,   wh 

upv; 

the 

arrti..., 

well 

people: 

•  l>ia6it. 

BrlL^^'■  . 

■annrc 

part  of 

Bales  L 

in   f 

of  t...  , 

.-. .  , 

Why 

not 

^ 

tage    of 

,ili8 

very  a] 

a.ia  4D,t 


■.to 


Youra  very    ti^uij' , 


§100 


[4831 


Jfacs^imile  better  printing  Co.M. 

High  Grade  Lithography 

BY  THE  NEW  TRANSFER  PROCESS  ASSURING  BETTER  WORK 
AT  REDUCED  COST  ▼  ALL  ORDERS  PROMPTLY  EXECUTED 


Telephone:  CENTRAL  14767  (3  linee) 
Teletrem.:  "BOOTUDOR.  LONDON" 


SET  IN  CLOISTER  BLACK  AND  NEW  CASLON       STAATHNORE  ORKAHENn 
AMERICAN  TTPC  FOUNDERS  COMPANY 


6d  Tudor  Street,  Ludfjate  Circus 


Honbon.C.C. 


Dear  Sir:- 

If  your  business  could  be  profitably  cultlvatod  by 
means  of  advertising,  naturally  you  would  be  interested  to 
hear  more  about  it. 

Wp  hr-vo  a  definitfi,  carefiillv  thought  cut  scheme,  by 
whicu  you  couid  easily  muroa.'-je  j-uar  turn-uv^i'  iiiia  a.'^d  more 
oustomers  to  your  books. 

Unlike  Press  advertising  and  ordinary  circularising 
pohrm^s,  thi?re  is  no  waste,  every  advertisement  you  send  out 
goes  aj.rei;i-  uu  tne  person  it  is  Intended  to  reacn,  d.jiu.  w^ij-t 
is  more,  is  read  and  studied  by  reason  of  its  distinctive 
appearance. 

Think  of  the  power  of  suoh  an  Advertising  Service! 

Aq  n  r>rncrfisa1vfi  'bualiiesa  man,  we  invite  you  to  hear 
what  we  nave  to  say  nucub  in:i   cultivation  of  your  business, 
and  if  you  will  post  us  the  accompanying  card,  we  shall  be 
pleased  to  put  our  schema  before  you. 

We  await  your  reply  with  considerable  interest. 
Yours  faithfully, 
[484] 


§100 


Telephone  City  9676 


ABOVE    MORTON'S,  OP POaiTE  WOOD  •TKCCT 


lla&ica'  anb  (Scnllcntf n's 


39,   CHEAPetDC 


'^oni>on,3^.0p. 


SET  IN  tNLAND  COPPEOPLATE  AND  TYPO  GOTHIC 

HTHOTOME   BRASS   RULE 

AMERICAN  TYPE  FOUNDERS  COMPANY 


Dear  Sir: 

You  will  find  in  the  accompanying  small  tl 
leaflet,  t^o  patterns  of  cloth,  which  if  yon  will  examine 

texture  and  quality. 

On  the  inside  middle  fold  is  our  business  policy. 
Please  read  it.   It  is  no  mere  idlo  i-nxiv  uuL  Lua  oA._tJi  oaaiyn 
of  aims  and  ideals  which  we  act  up  to  always. 

Tlien  on  the  hack  of  the  leaflet  is  proof  of  our  asser- 
tion -  an  unoolicitad  letter  of  appreciation  xi^m   uuc  ui.    uui- 
clients. 

There  Is  only  one  thing  we  want  you  to  do  after  reading 
this  letter;  ,  ttud  that  is  to  post  the  enoloeed  poatc-- 
Ing  either  that  we  may  send  you  our  fully  illustrated  book- 
let and  further  samples,  or  call  on  you  personally. 

How  will  you  do  it,  and  do  it  to-day? 
Yours  faithfully, 


§100 


[485] 


RICHGOQDS 

'The  Celehratea  J^ail  Order  House  for  Cocoa 
Coffee,  xea.  Chocolate,  Etc. 


SET  IN  r*e6T  OLDSIYLC  AND  PABST  \ll 
MISSION  TOT       TRICKV  BORDEil 
AMCRIOAN  Ttrf.  FOUNDERS  COMPANT 


Abchurch  Houae,  Sherborne  Lane 

London,  E.  C. 


Ifadam, 

Will  you  accept  a  free  box  of  Chocolates? 

We  are  making  you  this  offer  at  the  suggestion  of  Mrs. 

'jood 
C 
a.  and  inexpensiveness 

c.  ..  ..-.. 

*  d  to  fill  the  demand 

^'- —  "  .It  is  worth  2/6  per 

.!?rocers,  hut  we  are 
-  or  hy  means  of  ex- 
,  but  in  the  most 

v/ill  be  astonished 
y  a,/-   per  pound,  post  paid 


at  i' 

In    V 


ou3  and  a  food  in  itself. 


*  *  • 

.,  _i^+i.-.-,  qj.  ^YiQ   finest  brands, 
36  there  Is  no  one 
ake  an  intermediate 

glad  t^      of  this 
arc  e      ..iir 

fi  if  you 
,  ,  so  that 

of  *****  *  Cocoa. 
.^  .  .  of  your  trouble  in  doing  so  we 
ou  a  free  box  of  ♦  ♦  *  *  •  •  Delicious 


V 
t 
P 

Cccn-  , 
f 

S  L  - .  - 

we  Ci 

shou^ 

ChOCt'  "..:■,■.}. 

y-iTM   the   Cocoa  voursalf  by  sending  a  Postal  Order  for 

2/-,  "  "  ^  " ,    -     ^   hy 

retu:  : tage 

paid,    fc-  uid   tin  of    '■'    ''    '  Cocoa,    and  a  free  box 

of  Choc. 

You  needn't  write   a  letter,   just  fill  in   the   form, 
attach  yniii-  'Postal  Order  and  post   to  us   in   the  enclosed  en- 
velope. 

Yours   faithfully, 


[486] 


§100 


THANET  HOUSE 

Opposite  Law 

Courts 


AUSTKALtAN  BKANCH-47   Qucen  St,  HELBOURNe 


TELCPHONC-No.  268  city 


Practical  Correspondence  College 

Training  by  Correspondence  in 

Poster  Designing;  Commercial  Art; 
Journalism;  Press  Photography; 
Advertisement  Writing. 

Thanet  House,  231-2  Strand,  London,  W.  C. 


SET  IN  PASTEL  BOLD  SERIES 
BARNHART  BROTHERS  A  OPINDLER, 
TYPE  FOUNOeHS. 


Dear  Sin- 
In  lookin;!  through  a  letter  file  this  momin 
your  applicatir       articulars  of  our  Course  c 
Ing, 


^  e   f  Ti 


;3  t*a      10      CI  >-,  T     Ti  r. 


1  n  t'       r»  'x  o  (■»  r>  vvt  S  i 


teac! 


maj.& 

:    is 

ence 

on   the  ij-Qur  i 

-'re 

Xii 

Pen, 

ir 

r    ■ 

ar 

you. 

Many  adr 
muoh  untU   *■ 
they  do  not 
too  late, 
this  rule  a 

ipt 

1 

Don't   , 

your   . 
lucrfi 

re 
th 

-Train- 


th 

■1 
P 


■  J 


your 

kill  kii&v  nothing  about   tdohniqu*   »hdn 


No  matter  how  little  you  may  kvw  now,    the  Course  will 
feegln  Just  where  you  need  it  to  br  i  take  you  Ju 

far  as  you  need   to   go. 

We   teach  by  first  showing  HOW  &  WHY  and  then  by  . 
as  exeroiaes  suoh  work  as   is  actually  wanted  to-day.     ThU 


§101 


[4871 


gives  a  practical  and  profeasional  touch  and  enables  you  to 
earn  money  at  the  earliest  possible  moment. 

You  gain  confidence  because  the  lessons  are  always 

av  "  '  -  ^  for  reference.   Tf       is  a  science,  and  more 
V  ly  trat-.nniitting  in       :n.   The  tep^her   miist 

his  ov;r 
^         .1  the  t  se 

of  tl".       1  impetus  given  by  the  teacher. 

It  is  our  work  and  your  hobby  to  train,  encourage  and 
j^r,!^  ^.,,i^.,/o  ,.  .^  g^j-Q  keen  to  succeed.  Sympathy  between 
s'  r   is  half  the  battle.   As  you  v/ould  soon 

d'  ",  helpfulness  and  courtesy  constitute 

th  -ege. 

7/ere  we  to  claim  full  credit  for  the  success  of  the 
College,  we        be  guilty  of  ingratitude.   Por  we  have 
had  -  and  h;       n-.ore  than  ever  -  the  aid  of  splendid 
friendships. 

V7ithout  these,  the  extraordinary  progress  and  results 

a:      '  "■  "■  '  "'3  been  "     -ible.   No  other  educational 

ii  such  V      i  intimate  acquaintance  with 

publishers,  editors,  printers  and  advertisers.. 

This  opens  the  door  of  employment  to  the  students  for 
we  receive  more  applications  for  trained  workers  than  are 
ever  available. 

Each  of  our  teachers  is  an  Expert  of  International  Re- 
pute, and  his  personal  attention  is  devoted  to  the  student 
from  start  to  finish  of  the  Course.   My  experience  of  the 
w"  -    -  •   -     'in  the  capacities  of  r '  '     '  "  sys- 
ti  ,  and  my  knowledge  of  t.  e  re- 

sults ly  nearly  every  one  of  our  students  vjarrants 

me  in   .   „   .  j-t  if  you  enroll  at  once,  it  will  be  one  of 
the  wisest  steps  you  ever  took. 


[488] 


§101 


-5- 

Wliy  not  decide  to  turn  your  talents  to  practical  ac- 
count in  this  New  Year  so  full  of  splendid  possibilities? 
Will  you  not  write  me  on  the  important  questions  raised  in 
this  letter? 

Please  remember  I  aj»  here  to  help  you, 
and  believe  me  to  be, 

Very  slnoerely  yours, 

p.s. 

Enclosed  little  "Meicory  Tickler"  card  will  Interest  you. 
Stand  it  where  you  can  occasionally  see  it,  it  has  a  moat 
surprising  way  of  stimulating  one  to  make  the  most  of  one't 
time. 

P. P.S. 

In  case  you  should  like  to  do  Black-and-White  work  be- 
fore studyl"G  Poster  Designing  I  send  you  particulars  of  the 
"Black  and  White"  SCHOLARSHIP. 

There  is  no  Entrance  lee  and  full  payment  for  the 
Course  is  only  completed  when  you  have  earned  at  least  £10. 

Read  the  Prospectus  carefully  anl  then  sit  down  and 
make  the  test  drawings  and  post  them  to  we. 

Mr.  •♦••••  will  examine  them  promptly  and  if  you 
are  awarded  a  Scholarship  I  will  advise  you  by  return  of 
post  and  no  tljne  will  be  lost  so  that  you  may  begin  to  de- 
rive the  benefits  of  the  Course  at  the  earliaet  poseibla 
moment. 

Winning  a  Scholarship  like  this  with  thd  uni      ■  '^r- 
tunlties  it  offers  would  prove  a  very  lucky  and  p.       uj 
start  for  the  New  Year. 


§101  1*891 


UNIVERSITY  OF  CALIFORNIA  LIBRARY 

Los  Angeles 
This  book  is  DUE  on  the  last  date  stamped  below. 


KB  2  0   1963 
»^B     7  1968 


Form  L9-32m-8,'58(5876s4)444 


University  of  California 

SOUTHERN  REGIONAL  LIBRARY  FACILITY 

305  De  Neve  Drive  -  Parking  Lot  17  •  Box  951388 

LOS  ANGELES,  CALIFORNIA  90095-1388 

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